Netflix Makes Major Inroads in the French Market

 One year after Netflix announced a major new carriage deal with TF1, the French broadcaster, to fill out its live and on-demand libraries, we’re finally seeing it all go live. Brandon Blake, entertainment lawyer at Blake & Wang P.A., is here to fill us in.

                                                                      Brandon Blake 


More to Watch, All in One Place


At least, that’s what the campaign slogan for the launch wants to reassure us. Netflix is in the middle of an aggregation strategy at present (one that looks, honestly, a little like traditional pay TV), as its own way to broaden both the content on offer and its presence in its overseas territories. The idea being that viewers can watch TF1+ programs and live channels integrated directly into the standard Netflix environment, without changing its look or feel.


At present, the partnership will only be available in France itself and will be offered through TF1’s own API. All programming and advertising will remain entirely under TF1’s control.

                                                                Blake & Wang Lawyers


Trying to “Stick” in New Territories


Netflix always seems to like to do things just a little differently than other streaming services, and this partnership deal is another example. They have also been investing heavily in developing local original programming to boost subscriber retention across their territories. This is another relatively novel way to boost their local engagement. 


Should it prove successful, and Netflix sees the benefit in the data analysis from the partnership, we could well be looking at a flurry of similar carriage and aggregation deals in the same vein as streaming jockeys to get the most out of what is now a very crowded market indeed. This is definitely one to watch. Until then, French viewers can look forward to a whole lot more localized programming to expand their Netflix experience even further. 





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