Programming from France‘s TF1 will be available on Netflix from tomorrow, June 19, marking the start of a watershed deal between a U.S. streamer and one of Europe’s biggest commercial broadcasters.

French TV giant TF1 and Netflix announced the deal a year ago, touting a “first-of-its-kind distribution partnership.” All content on the TF1+ streaming and catch-up service can be accessed via Netflix.

It means Netflix users watching Lupin or Stranger Things can flip to The Voice or the local version of Survivor without leaving the streaming service.

The deal spans live linear shows from TF1’s channels as well as a deep catalog of on-demand programming. In addition to dramas, docs and entertainment shows, sports, including big-ticket rugby and soccer matches and tournaments, are also included. Live events and news are also in the mix. Specifically, all programming from the TF1 channel, as well as from TMC, TFX, TF1 Séries Films and the round-the-clock news channel LCI will be available.

The TF1 programming on Netflix will be accompanied by advertising, even for the streamer’s subs on its ad-free tiers.

“People have more entertainment choices than ever, so we have to consistently give them the best variety of TV and films in a seamless and personalized way,” said Greg Peters, co-CEO of Netflix. “Our partnership with TF1 brings together two strong, complementary content offerings in a world-class user experience, delivering even more entertainment value for our members in France.”

Rodolphe Belmer, CEO of the TF1 Group, knows Netflix well, having been on the streamer’s board between 2018 and 2022 when he ran pay-TV player Canal+.

He said: “Netflix subscribers will now get to enjoy the very best of TF1 television like never before — from our news programs and biggest rugby and football matches to beloved shows like Star Academy and Koh-Lanta, and major drama events like Été 36. By combining our programming with the power of Netflix’s recommendations, we will reach new audiences together and open up new opportunities for our advertisers.”

Rights And Windows

Netflix is clear that it has not licensed any of the TF1 shows; rather, it is carrying the TF1+ service on its own platform. Carrying all of TF1’s content, however, means having programming sourced from many of the major international sales houses.

It is in those distributors’ interest to see broadcaster clients shore up their business, but there is concern this type of deal hampers their ability to sell content in secondary windows, and notably to other streamers.

The question is whether an HBO Max or Prime Video would still acquire a later window on a show originally licensed to TF1 if viewers had already been able to access that title via Netflix.

Access to the TF1 content is restricted to users in France, but we hear that TF1 has asked about global rights when negotiating programming deals, suggesting ambitions to control content beyond domestic shores.

Learning Curve

With the traditional TV advertising market in decline and streamers’ subscriber growth plateauing in some territories, closer alignment makes strategic sense, particularly given growing competition from YouTube. Given local investment or content quotas are either in force, or under discussion, in several European territories, adding a ton of local programming is a boon for the streamer.

Netflix executives are known to be keen to see how users engage with linear channels, though the company also expects much of the viewing to be concentrated on TF1’s on-demand content.

Netflix has prioritized making TF1 content feel seamless within its ecosystem, ensuring that search, favorites, and recommendations work in the same way as for its own shows, rather than it feeling like accessing a bolt-on service.