A year after Netflix unveiled a major carriage deal with French broadcaster TF1 at the Cannes Lions festival for live streaming and on-demand content that complements the streaming giant’s programming, the partnership will go live in France on Friday. “More to watch, all in one place” was the slogan the global streaming site used on Thursday to formalize things.
The distribution partnership is part of the global broadcaster’s focus on expanding its content offerings and boosting engagement through a bundling strategy not unlike traditional pay TV. Starting Friday, Netflix members can watch TF1+ shows and TF1 live channels on Netflix in what the partners describe as a seamless integration. The idea is to make the integrated experience feel just like the rest of Netflix.
The partnership is only available on Netflix in France, with partners promoting complementary content, such as TF1 news, sports, reality and competition shows, as well as daily series, which expand the streamer’s programming mix.
“This is a fully integrated model – combining great TF1+ content with a seamless Netflix experience and many of our frequently used features like the Continue Watching row, My List and Top 10,” the streamer said. “Members can watch their favorite TF1+ shows directly on Netflix, including live streaming from [five networks, namely] TF1, TMC, TFX, TF1 Séries Films and the 24-hour news channel LCI; Major live sporting events, including the Rugby Nations Championship and major French football matches; Daily dramas and soaps, from daily favorites like Demain our apartments and Ici tout startas well as hitting a string like diploma, Zodiac and No way; Fan favorite entertainment, [such as] Huge reality and competition shows, incl Koh Lanta, the secret story and Dancing with the stars“.
Netflix provides TF1+ live and on-demand content via the French Broadcasting Corporation’s API. Programming and advertising remain under TF1 control.
But the goal is clearly to make Netflix more established in France by boosting engagement, while also allowing users to discover new TF1 content and hidden gems via the Netflix algorithm.
“People have more entertainment choices than ever before, so we have to continually deliver the best variety of TV shows and movies in a seamless, personalized way,” said Greg Peters, Netflix co-CEO. “Our partnership with TF1 combines two powerful, complementary content offerings into a world-class user experience, providing even more entertainment value to our members in France.”
Rudolf Bellmer, CEO of TF1 Group, added: “I am delighted to see this pioneering partnership with Netflix come to life. Netflix subscribers will now be able to enjoy the best of TF1 TV like never before – from our news programming and the biggest rugby and football matches to much-loved shows such as Star Academy and Koh Lantaand major dramatic events such as Eteh 36. “By combining our programming with the power of Netflix’s recommendations, together we will reach new audiences and open new opportunities for our advertisers.”
Some analysts have predicted that more carriage and aggregation deals in the context of TF1 could follow if Netflix finds success and benefits in data analytics after the launch of the partnership.
