Streaming TV meets local How local content commissioning regulation will reshape streaming output
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20,000 foot view: US headquartered global video players have grown their business models outside of national regulatory frameworks. The streaming video on demand (SVOD) model is now being disrupted as national governments respond to domestic concerns over the erosion of local TV and film industries and the supplanting of local cultural output.The response is a wave of localisation laws mandating local content investment by streaming services. This will increase the complexity and cost of operations and provide opportunities for production companies.
Key insights
- In major streaming investment in Australian amounted to of country revenues percentage points below a proposed content investment requirement
- Currently of Australians enjoy local content, line with other countries
- The and India, at and respectively, noticeably over-index for local content – suggesting that local content reflects local cultural consumer biases
- Canada under-indexes for local content enjoyment, additional impetus to the amendment the Canadian Broadcasting law with obligation to “clearly promote and Canadian programming”
- Mandating content expenditure is liable to to the inclusion of non-local output as local in order meet investment quotas
- Local has the most appeal for switchers, suggesting an opportunity to retention through targeted local programming
- This, with local content minimum investment will drive a surge in commissions with global long-tail appeal
- Locally international streaming content will become key part of international strategy, both acquisition and retention
- The focus investing in domestic production will the wider streaming industry by an internationally diversified streaming ecosystem to plan ahead based on revenue streams.
Companies and brands mentioned in this report: Amazon Prime, Canadian Government, Disney+, Elvis, House of Cards, Lilyhammer, Netflix, Netherlands Government, Marseille, Paramount+, Stan, Warner Bros. Discovery, Warner Bros. Studios