At NEM Dubrovnik, a panel discussion addressed the controversial topic of European content quotas for streaming platforms. The EU's Audiovisual Media Services Directive (AVMSD) mandates a 30% quota for European works in the catalogs of streamers like Netflix, Prime Video, and Disney+. The aim is to foster European cultural diversity and support local filmmakers.
Chris Marcich, CEO of the Croatian Audiovisual Centre, expressed skepticism about the benefits for smaller markets. “We have almost no benefit from the Directive, at least not in terms of investment,” he stated. He noted Netflix's efforts in acquiring and promoting European titles but criticized the lack of investment in Croatia despite the platform's wide availability and subscription base. “We have one of the major streamers arguing that they have no obligation to do anything in Croatia, but they’re widely available, widely subscribe to, and they do nothing for us.”
Vanda Rapti, EVP of Viaplay Select & Content Distribution, offered a contrasting perspective. She argued that the quota pushed international streamers to engage more significantly in local markets, a strategic advantage for local players. “At the same time, it has led to investment in European works and I think actually many streamers, especially the big ones would have done it anyway in order to grow because that is action driving their business.”
However, Branko Čakarmiš, Strategic Advisor at Pop TV, voiced strong opposition: “Quotas in general are stupid things”, he declared. He argued that the quota increases costs for local players by incentivizing larger international competitors to outbid them for European content, ultimately impacting local productions. “Actually, I guess it’s hurting us because why we are pushing our big competitors to throw money in European works. That’s part of our identity. And they’re increasing the cost by affecting for us because the Americans can always come with a better budget for the series and that’s automatically increase the cost for the local players.”