TV vs. Youtube: War is declared between the audiovisual giants

With the growing popularity of YouTube, a platform on which 2 billion users gather per month, French TV channels are quivering and uniting against the American behemoth.

Considered the “first channel in France” by its general manager in France, Justine Ryst, YouTube is once again making headlines.  Bringing together no fewer than 42 million French users per month, the platform purchased by Google has enjoyed unfailing popularity for several years. A popularity that could not be more impressive compared to French television channels, which no longer attract young audiences.

A unique coalition that intends to reverse the situation

The big names in French audiovisual have therefore decided to take their situation in hand by announcing the creation of La Filière Audiovisuelle (nicknamed “LaFA”), during a conference held on November 13, 2024. All gathered in the TF1 group premises, the representatives of France Télévisions, M6 and TF1 put forward their common interests against the "disruptor" of the market: YouTube.

The alliance is somewhat surprising between these major players in the French audiovisual landscape, who have always been in the race for ratings, but the objectives are clear: to fight the Goliath held by Google.

An association that brings together many stakeholders

The conference of November 13, in addition to bringing together France Télévisions, M6 and TF1, brought together many collective rights management organizations, such as ADAMI (Administration of the Rights of Performing Artists and Musicians), SACD (Society of Dramatic Authors and Composers), SACEM (Society of Authors, Composers and Music Publishers), SCAM (Civil Society of Multimedia Authors), but also producers' unions such as ANIM France, SPI (Union of Independent Producers) and USPA (Union of Audiovisual Production).

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With its president Rodolphe Belmer (who is neither more nor less than the CEO of the TF1 group) and its three vice-presidents, including Delphine Ernotte (CEO of France Télévisions), the initiative had already been mentioned a few months earlier, during the last festival in La Rochelle. Today, ten institutions shook hands to implement their interests.

Rodolphe Belmer at the 2024 La Rochelle Festival © Laurent VU/SIPA (published on 11/14/2024)

What objectives were drawn ?

The ten founding members of LaFA took turns to share the problems they were facing. Several measures emerged from their confessions, including better distribution of advertising resources and clearer regulation of artificial intelligence and copyright.

LaFA would also like to regulate American platforms like YouTube, in order to guarantee creative diversity and the French cultural exception. Speakers at the November 13 conference pointed out the inequalities in treatment between the blue-white-red channels and large American companies, mentioning in particular legislative gaps concerning audiovisual creation. LaFA wants to achieve greater equity between international competitors. 

LaFA, an association that fights on several fronts

In addition to leading an offensive strategy against American hegemony, LaFA plans to deploy a defensive operation on a European scale: "France has a special place in Europe," assures Delphine Ernotte. “We all ardently defend the French exception. I am happy that tomorrow we will be able to speak with one voice before the European authorities; coming together means gaining strength and simplicity. “

All LaFA members plan to address the European authorities with one voice. They hope that their consensus will find a shoulder to lean on within the European Union.

Having barely been formed, the association is already preparing to expand its circle, by including two other names: Arte and SPEC. LaFA does not refuse the integration of other audiovisual institutions, from the moment that the latter adhere to the values ​​of the initiative. The battle is launched against the American monster, but the French channels only declare the first battle…