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Industry / Market - France/USA/Europe

Industry Report: European Policy

Apple TV+ deepens its commitment to French and European content production

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A landmark four-year agreement with the French government has cemented the streamer’s role in supporting local audiovisual industries and broadening its European creative output

Apple TV+ deepens its commitment to French and European content production
The series La Maison, one of Apple TV+'s shows that have showcased the platform’s commitment to premium European programming

Apple TV+ has taken a significant step in supporting French and European content by signing a four-year agreement with the French government. The deal obliges the streaming giant to invest 20% of its annual net sales generated in France into local and European audiovisual productions. Notably, 70% of this investment will fund independent productions, ensuring French and European creators maintain the intellectual property rights to their work.

This commitment positions Apple TV+ firmly within the framework of France's 2021 SMAD decree, which mandates investment quotas for all subscription-based and free streaming services operating in the country. The decree also reflects the broader European Union directive requiring streaming platforms to ensure that 30% of their content is produced within the EU. With this move, Apple joins platforms like Netflix and Amazon, which have already established similar agreements in the French market.

The funds will support a diverse range of projects, including documentaries and animations, emphasising the platform’s dedication to fostering creativity and diversity in audiovisual storytelling. Industry groups such as AnimFrance, SATEV and SPI have welcomed the announcement, describing the deal as a step forward in embedding Apple TV+ into the French cultural landscape. The agreement also highlights France’s broader ambition to preserve its cultural identity in the streaming age while ensuring the local creative economy thrives.

Since its debut in France in 2019, Apple TV+ has steadily increased its local offerings. Productions such as La Maison, which delves into the high-stakes world of fashion, and the thriller series Liaison [+see also:
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, starring Eva Green and Vincent Cassel, have showcased the platform’s commitment to premium European programming. The upcoming mini-series À l’ombre des forêts is poised to expand this portfolio further.

Beyond its streaming platform, Apple TV+ has extended its reach in France through a 2023 deal with the prominent French cable provider Canal+. This partnership made the platform’s entire catalogue accessible to Canal+ subscribers, boosting the popularity of titles such as Silo, which recently topped the provider’s streaming charts. The agreement allows Apple’s content to stream on-demand and, in some cases, be broadcast on Canal+ channels, expanding visibility for its European productions.

Apple’s growing engagement with European storytelling signals the platform’s recognition of the global appeal of localised narratives. As French productions find audiences not just in Europe but globally, this initiative underscores the capacity of non-English programming to transcend language barriers. French content, with its cultural specificity and cinematic tradition, is uniquely positioned to succeed internationally, particularly in Francophone countries such as Belgium, Canada and Switzerland, as well as in parts of Africa.

The deal demonstrates a broader industry shift, with governments leveraging quotas and incentives to balance market influence between local producers and US-based streaming giants. By adopting a cooperative approach with French and European regulators, Apple TV+ is strengthening its reputation as a key player in the region’s cultural ecosystem. The agreement not only benefits the local creative industries, but also enriches the platform’s global catalogue, ensuring that European storytelling retains a strong foothold in the evolving streaming landscape.

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