New EU legislation proposes 30% 'European content' minimum for Apple TV+, Netflix
In an attempt to level the playing field for European content creators, EU lawmakers are proposing legislation that would require streaming services like Apple TV+ and Netflix to feature 30% European content or face a European Union customer block.
The bill, known as the General Scheme of the Online Safety and Media Regulation Bill, was published by Catherine Martin, an Irish Green Party politician. She serves as the Minister for Tourism, Culture, Arts, Gaeltacht, Sport, and Media in Ireland.
If ratified, the law would require all streaming media services to host a minimum of 30% content classified as "European Work," or be shut down within the European Union.
The proposal was pointed out by Adrian Weckler on Twitter.
The bill hopes to provide more European content to consumers across Europe, as many big-name streaming services tend to overwhelmingly host content produced by the United States.
Section 64 of the bill reads as follows:
It notes that the rules will not apply to services deemed to have "low turnover" or "low audience."
If passed, streaming giants such as Netflix, Apple TV+, and Disney+ would likely need to scramble to procure enough content to meet the minimum requirement or shut down in the EU. Netflix likely already has an appropriate product mix, but it would depend greatly on how much of any given production has to be done in the EU.
The Minister has noted that the content can include content produced by the United Kingdom, even post-Brexit, which may make the criteria easier to meet for certain services.
The proposition comes at a time when Apple is currently facing myriad of other legal issues, including multiple antitrust investigations, both at home and abroad.
The bill, known as the General Scheme of the Online Safety and Media Regulation Bill, was published by Catherine Martin, an Irish Green Party politician. She serves as the Minister for Tourism, Culture, Arts, Gaeltacht, Sport, and Media in Ireland.
If ratified, the law would require all streaming media services to host a minimum of 30% content classified as "European Work," or be shut down within the European Union.
The proposal was pointed out by Adrian Weckler on Twitter.
Minister Catherine Martin says Apple TV+ has to have minimum 30pc European content or govt will shut it down across Europe.
(-- Same new legislative bill, implementing EU directive.)-- Adrian Weckler (@adrianweckler)
The bill hopes to provide more European content to consumers across Europe, as many big-name streaming services tend to overwhelmingly host content produced by the United States.
Section 64 of the bill reads as follows:
Section 65 expounds upon the requirement, stating that "on-demand audiovisual media services shall, in the interests of providing culturally diverse European content to the widest possible audience, ensure the prominence of European works on their service."his head transposes the requirements of Article 13 of the Revised Audiovisual Media Services Directive. It provides that on-demand audiovisual media services provided by media service providers shall ensure that a minimum of 30% of the works in their catalogues qualify as European works.
It notes that the rules will not apply to services deemed to have "low turnover" or "low audience."
If passed, streaming giants such as Netflix, Apple TV+, and Disney+ would likely need to scramble to procure enough content to meet the minimum requirement or shut down in the EU. Netflix likely already has an appropriate product mix, but it would depend greatly on how much of any given production has to be done in the EU.
The Minister has noted that the content can include content produced by the United Kingdom, even post-Brexit, which may make the criteria easier to meet for certain services.
The proposition comes at a time when Apple is currently facing myriad of other legal issues, including multiple antitrust investigations, both at home and abroad.
Comments
e.g. If Netflix had 5% EU content and 95% non-EU content, they will simply remove non-EU content and not increase EU content. They will go from proportionally 100 programs to 18 programs. How is that a win for consumers?
The problem is that it might mean getting even less decent content to users which is hard to come by nowadays.
Why does the thought never cross the minds of the European ruling classes to encourage starting a streaming service and compete in a free market where people will choose what they want?
We replaced Netflix with Britbox. Great British content. Love it. Much, much smarter comedy. American comedy by comparison is mostly like still thinking fart jokes are funny. We chose to pay for what we like in a free and open market. Other people who don't want what we want are free to pay for whatever they like. Why can't EU countries offer EUTube or something? People will pay for it if it's any good. And perhaps herein lies the problem.
So EU customers are destined to either pay more, have less content or both. As Reagan said, "The nine most terrifying words in the English language are: I'm from the Government, and I'm here to help."
The EU is made up of 27 countries, with 24 official languages! Only 2 of those countries have English as an official language. Do you think it is reasonable to expect an healthy local culture in the future when streaming services only have American shows? A similar law already applies to local networks. TV is not just a business.
I get it, but why should that responsibility be put on US companies? Aren't there streaming/content companies in the EU that their citizens can sign up for?
It seems to me that the EU is more interested in litigating fair competition rather than actually competing.
Frankly, I find it next to impossible to find foreign films in the US.
Take Disney for example. In my travels I've been able to watch their films like Dumbo, The Little Mermaid, Aladdin, etc in other languages, but I could not buy or rent these foreign language versions in the US. For example, I've never seen The Little Mermaid in English (La Sirenita) -- I know the movie only in Spanish -- it's just wonderful, especially the actor for Ursula (played by Pat Carroll in the English version).
In contrast to the US, I routinely meet citizens in Europe who speak 3-4 languages. Even the street vendors in Egypt speak 5-6 languages sufficiently to sell their wares to foreign tourists.
Quotas are for losers.
Umm, forcing 30% European content, has nothing to do with restricting foreign culture... it's about enhancing and increasing European culture.
30% isn't even all that much.
the law applies to all. It applies to TV networks as well. Why wouldn’t streaming services operating inside the EU comply with those rules?
Exactly. It’s protectionism. Just like is done in China.