MIPTV Digital
April - June 2022

The World & The US: The Rise of International OTT Platforms is Changing the Balance of Programming in Europe

Streaming video has transformed the television industry, and with viewers throwing off the shackles of linear scheduling or shunning the interruptions of advertising, the amount of content needed to fuel the flame has grown drastically. However it’s not just the expansion of programming that requires our attention, but how that content is being influenced with consideration to the supplying countries. Although the US has been, and still is, the dominant supplier of television content to Europe, its viewer share is declining and demand for more local content is increasing.