NETFLIX is adopting broadcast channels for the first time after nearly all but killing off traditional linear TV.
The streaming giant is picking up channels from TF1 Group, France’s biggest commercial broadcaster, as part of a recently inked deal.
Viewers will be able to watch all five TF1 live channels, the Financial Times reported.
The deal will reportedly bring an additional 30,000 hours worth of telly to Netflix next summer.
TF1 offers scripted dramas, live sports and reality shows like The Voice.
Only Netflix subscribers in France will be able to tune into the bonus content, the FT noted.
However, if the partnership is successful, more linear channels may jump to streaming services in other parts of Europe and the US in future.
Netflix will first wait to see how the TF1 deal fares before cutting any more broadcasting deals, Netflix co-CEO Greg Peters said in a statement.
The companies did not reveal how much the deal was worth.
Peters added that the partnership would help boost subscriber engagement.
Netflix has further turned its attention to engagement, after pivoting away from sharing subscriber counts.
“By teaming up with France’s leading broadcaster, we will provide French consumers with even more reasons to come to Netflix every day and to stay with us for all their entertainment,” Peters said.
The deal also means TF1 gets more eyeballs on the adverts it airs between shows.
“As viewing habits shift toward on-demand consumption and audience fragmentation increases, this unprecedented alliance will enable our premium content to reach unparalleled audiences and unlock new reach for advertisers within an ecosystem that perfectly complements our TF1+ [streaming] platform,” Rodolphe Belmer, CEO of TF1 Group, said in a statement.
It comes as streaming overtakes traditional TV for the first time in terms of viewership numbers.
The milestone marks a steady shift towards internet-based telly, which has seen a near-doubling of streaming viewership since 2021 when it made up 26 per cent of TV use.
Today that percentage stands at nearly 45 per cent, according to the latest figures released by Nielsen earlier this week.
“It’s a credit to media companies,” said Karthik Rao, boss of data specialist Nielsen, which launched its Gauge report on viewing statistics in May 2021.
“They have deftly adapted their programming strategies to meet their viewers where they are watching TV, whether it’s on streaming or linear platforms.”
Netflix claims to have “over” 300million subscribers.
The deal would also allow Netflix to grow its audience in France.
As of 2022, Netflix had 10million French subscribers, Netflix co-CEO Ted Sarandos said at the time.
