The French audiovisual industry has united to form LaFA, an association aimed at countering the dominance of streaming platforms like YouTube and Netflix. Major players such as TF1, M6, and France Télévisions are involved, along with rights management organizations. LaFA seeks to enhance the sector’s economic model, support creative diversity, and promote ethical AI practices while advocating for regulatory measures at the European level. Their first initiative includes a study on the industry’s economic impact set for spring 2025.
French Audiovisual Sector Unites Against Streaming Giants
To counter the growing influence of YouTube and popular American streaming services like Netflix, the French audiovisual industry has banded together. This collaboration has led to the formation of LaFa, a new association that includes major players such as TF1, M6, France Télévisions, alongside organizations like SACEM and Scam.
In recent years, it has become increasingly clear that platforms like YouTube and Netflix are capturing a larger share of viewers’ attention compared to traditional television. Notably, in 2019, Netflix surpassed the combined viewership of TMC, C8, and W9, emerging as the fifth “channel” in France, according to the CNC’s demand video observatory.
LaFA: A New Alliance for the French Audiovisual Landscape
Recently, Justine Ryst, the general director of YouTube France, boldly declared that YouTube is “the first television channel in France,” with an impressive average of 42 million monthly users. This assertion has sparked a strong reaction from Yannick Carriou, CEO of Médiamétrie, who took to LinkedIn to clarify that YouTube does not meet the stringent standards of editorial responsibility and local content investment that traditional TV channels must adhere to.
In response to these challenges, the French audiovisual sector has launched a proactive initiative. In a press release dated November 13, 2024, TF1, M6, France TV, and other stakeholders announced the establishment of LaFA (the Audiovisual Sector Association). This newly formed association aims to safeguard the interests of the French audiovisual industry.
The preamble to their mission statement emphasizes LaFA’s goal to strengthen the sector’s economic model, support its transformation, promote diversity in creative endeavors, and uphold the distinctiveness of French culture.
This coalition comprises a diverse array of private and public entities. Besides France TV, TF1, and M6, collective rights management organizations like Adami, SACD, and Sacem play a crucial role in this alliance. Additionally, producers’ unions, including Anim France, SPI, and USPA, have also joined forces in this initiative.
So, what are the primary aims of LaFA? They include promoting ethical generative artificial intelligence to protect intellectual property rights, and advocating for a regulatory framework for platforms at the European level. LaFA’s first major undertaking will be to release a comprehensive study on the economic impact of the French audiovisual sector in spring 2025, which will be crucial for supporting their future requests to the government and European Commission.