YouTube Beats Netflix as TV Rival: TF1 CEO Calls for Stricter EU Regulations
YouTube has surpassed Netflix as the main competitor to traditional television and must be regulated as such by the European Union. This is the assertion of Rodolphe Belmer, CEO of the TF1 Group, France's leading private television group, expressed in an interview with Politico at a crucial moment for the sector: Brussels is set to review the Audiovisual Media Services Directive (AVMSD) by the end of 2026.
YouTube in the Living Room: 67% of French Watch it on TV
The change that Belmer describes is structural, not cyclical. About 67% of French users watch YouTube via smart TVs: Google's platform is no longer just a smartphone phenomenon, but a direct competitor to linear programming. Netflix, on the other hand, has become a de facto ally: it heavily invests in European production and is now "in the same boat" as broadcasters, as Belmer himself explains.
The Real Issue: Regulatory Asymmetry
For Belmer, the key issue is regulatory asymmetry. YouTube operates as a hosting platform and escapes the advertising rules that burden broadcasters: no obligation for upfront funding for works, no programming constraints, and minimal fixed costs. The result is a advertising price ratio of 1 to 3 in favor of YouTube, a gap that Belmer describes as "unsustainable".
Equality or Deregulation: The Two Possible Paths
The TF1 CEO's proposal is clear: if the EU does not impose obligations on YouTube similar to those of broadcasters, such as investments in European content, advertising constraints, and contributions to local production, the alternative is to deregulate broadcasters to restore fair competition conditions. Belmer specifically suggests extending investment obligations in the animation sector to YouTube. The European Commission opened a public consultation in February 2026 for the review of the AVMSD, with a deadline of May 1, 2026, which explicitly includes improving the competitive parity between traditional operators and new digital players as a priority, as well as strengthening the protection of minors on video platforms.
TF1 and Netflix: From Rivals to Allies
In parallel with the regulatory battle, TF1 has already chosen the path of coexistence with streaming. The agreement signed in June 2025 with Netflix will bring, starting in summer 2026, all the group's channels (TF1, LCI, TMC, TFX, TF1 Séries Films) and TF1+ content directly onto the Netflix France interface, without users needing to exit the American platform's environment. This marks a world first for Netflix, which for the first time is distributing the linear channels of an external broadcaster. Belmer is explicit about the logic of the agreement: "TF1's programs are little consumed by Netflix subscribers. My only option is to find a partnership to enhance my content."
This phenomenon is not isolated to France: similar agreements between broadcasters and platforms are multiplying in other European markets, with France Télévisions also opening its content to Prime Video under a similar logic.
AI and Copyright: No to General License
On the artificial intelligence front, Belmer takes a stand against the proposal by Arthur Mensch, CEO of Mistral AI, who suggested a tax on AI companies that use broadcaster and artist content to train their systems. For Belmer, this would be an unacceptable "general license": "Copyright is an individual right." Individual content holders must have the freedom to accept or refuse and receive compensation proportional to the value of what is granted, not a standardized collective royalty. This position is set to become central in the European debate on the AI Act and media rights.