Apple TV+ Could Face Ban in Europe Unless It Meets Proposed Requirement of 30% European Content

[MacRumors]

Irish lawmakers implementing European Union directives are proposing new legislation that would require streaming services, including Apple TV+, Amazon Prime Video, and Netflix, to host at least 30 percent European content or face being shut down across the EU.

These clauses of the "General Scheme of the Online Safety and Media Regulation Bill" come in response to the overwhelming amount of U.S.-centric content on video streaming services. The law, if ratified, will require all streaming services to feature at least 30 percent content that may be classified as "European Work." A new Irish Media Commission would oversee the administration of the law for the entire EU and determine if streamers are meeting their obligations.

The proposal, and its potential threat to Apple TV+ in particular, was highlighted by journalist Adrian Weckler on Twitter, who pointed out that the Irish Minister for Tourism, Culture, Arts, Gaeltacht, Sport, and Media Catherine Martin has specifically taken aim at Apple TV+:

https://twitter.com/x/status/1336658100607209472

Other video streaming services, such as Netflix, produce a more balanced library of content in Europe, and would therefore find it much easier to meet the required quota. Out of the 42 movies and series on Apple TV+, there has only been one European show thus far, British comedy "Trying." Apple would need to add 17 more European programs simply to meet the required quota, without adding any further non-European shows.

Curiously, the Q&A published alongside the proposed legislation states that "European Work" is broader than strictly EU content, which may afford streamers some flexibility. This means that video content produced in the United Kingdom, for example, which has now left the EU, would still be counted as "European Work." Trying was a British Apple TV+ series produced by BBC Studios, so it would still be eligible towards Apple's "European Work" quota.

In spite of this, the vast majority of upcoming content for Apple TV+ continues to be U.S.-centric. If implemented, the legislation will force Apple to heavily invest in European content for Apple TV+ or pull the service out of the EU entirely.

Note: Due to the political or social nature of the discussion regarding this topic, the discussion thread is located in our Political News forum. All forum members and site visitors are welcome to read and follow the thread, but posting is limited to forum members with at least 100 posts.

Article Link: Apple TV+ Could Face Ban in Europe Unless It Meets Proposed Requirement of 30% European Content

 

[deannnnn]

I mean of course a majority of content on steaming services is from the US since most media content is produced in the US. If anything they should be encouraging more European productions with tax credits and other incentives, not mandating the streaming services...

 

[matty.p]

I think Ted Lasso and Wolfwalkers (and Foundation) would also fit the requirements. They already have a European production arm, I’m sure they’re prepared for requirements like this coming up.

 

[zorinlynx]

Apple TV+ is a US-based streaming network; why should it be forced to carry European content? This makes no sense.

It's as if the BBC were to offer a streaming network in the US but then be forced to carry US content. It's a foreign network!

 

[MikhailT]

Not sure I understand what they're trying to accomplish here.

What if European companies start a new streaming service or let's use BBC America for an example and then US mandates that 30% of content be made in US for BBC to stream in US? And then China has the same mandate and other countries and eventually, it just becomes impossible to have a global service because of these rules.

This smells like the silly "USA first" policy that is actually an isolationist policy and anti-globalism at best.

 

[Kylo83]

Well the U.K. is out of the EU so will that apply here

 

[ackmondual]

I mean of course a majority of content on steaming services is from the US since most media content is produced in the US. If anything they should be encouraging more European productions with tax credits and other incentives, not mandating the streaming services...

This wouldn't be a bad way to go about it, except tax credits seem to just force a "race to the bottom" type scenario that makes these projects more harmful than good.

 

[Mr. Awesome]

Goodness the EU loves their tech restrictions.

 

[matty.p]

Well the U.K. is out of the EU so will that apply here

It specifically says it would still include the British content despite Brexit. (Hence why Trying would count)

 

[Glideslope]

I mean of course a majority of content on steaming services is from the US since most media content is produced in the US. If anything they should be encouraging more European productions with tax credits and other incentives, not mandating the streaming services...

That would be too logical an approach. It's not the EU way. All they do is over regulate, and flatulate.

 

[nwcs]

Streaming was seen as the end of cable Balkanization, though that has been ebbing away with the proliferation of streaming services. Now various government agencies are creating regulatory Balkanization layer on top of that. Are we really better off in the internet age?

 

[BlendedFrog]

I mean of course a majority of content on steaming services is from the US since most media content is produced in the US. If anything they should be encouraging more European productions with tax credits and other incentives, not mandating the streaming services...

Yes and no. A lot of TV shows these days are filmed in Canada (Vancover specifically).

 

[dannyyankou]

What a dumb law. Let the people decide if they want to watch it or not. Ask people in Europe if they prefer Hollywood movies or movies produced in Europe.

Hollywood movies wouldn’t get so much airtime on European TV if they didn’t get big ratings

Hollywood Films Still Dominate European TV

Two-thirds of feature films broadcast on European TV are American, a new study reveals, with less than a third European.

www.hollywoodreporter.com

 

[gplusplus]

Netflix be like “hold my beer.”

 

[Skika]

Uh as an european im scared for my Crunchyroll subscription.

 

[superlawyer15]

So Europe putting Europe first is fine, but when America tries to put America first everyone loses it.

 

[MikhailT]

So Europe putting Europe first is fine, but when America tries to put America first everyone loses it.

Who says EU doing it is fine? Neither of them are in the right here.

 

[trip1ex]

i watch mostly foreign shows on Netflix lol.

I can see a market for trading in foreign tv credits. Netflix could sell Apple some foreign tv credits if they have extra to go around. Just like Tesla turns a profit these days because they trade green energy credits to car companies that don't make enough green cars.

 

[BeefCake 15]

As an American, I welcome more EU content! European shows have been consistently getting better than the US stuff.

 

[ohio.emt]

Apple TV+ is a US-based streaming network; why should it be forced to carry European content? This makes no sense.

It's as if the BBC were to offer a streaming network in the US but then be forced to carry US content. It's a foreign network!

Britbox, and Acorn should now have to carry 30% programming from the US, even though you subscribe to it specifically to get British shows.

 

[breather]

As a European (swe) I don’t like this.

 

[lkrupp]

Bit if the U.S. tried something like this on European goods and services the outrage and U.S. flag burning would be rampant in Europe. What if we said all Volvos, BMWs, Mercedes, Audi’s, Bosch tools and appliances, must contain 30% U.S. manufactured parts?

 

[DesertNomad]

Why should they have foreign content? If I subscribe to Al Jazeera, it is not so that I can watch US content, it is so that I can watch what Al Jazeera already offers.

 

[ikramerica]

Not sure I understand what they're trying to accomplish here.

What if European companies start a new streaming service or let's use BBC America for an example and then US mandates that 30% of content be made in US for BBC to stream in US? And then China has the same mandate and other countries and eventually, it just becomes impossible to have a global service because of these rules.

This smells like the silly "USA first" policy that is actually an isolationist policy and anti-globalism at best.

BBCA already plays Patrick Stewart Star Trek so much they are at 30%

 

[AdeFowler]

It specifically says it would still include the Britain despite Brexit.

Not doubting you, but where does it say that?