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Netflix, Amazon Prime and similar SVoD services could soon be adhering to a 20 per cent quota for European content in EU member states.
French Daily Les Echos reports that European Commission media industry officials are working on this basis. Commissioner Andrus Ansip, responsible for the digital single market, said that a more level playing field between online TV providers and traditional TV channels had to be created.
The 20 per cent quota would apply to the entire available catalogue and potentially also the home pages of the sites in question. The single media market directive currently requires broadcasters to devote a “majority proportion” of their programming outside news, sports, games, advertising and teleshopping to EU production. With SVoD services, member states have taken different approaches so far, ranging from very detailed to a simple reference to the EU general obligations. Currently, Netflix is operating out of Luxembourg and is not subject to any constraints.