Netflix is getting into the old-fashioned TV business.
The streaming giant announced a deal on Wednesday to show live and on-demand programming from one of France’s television networks, TF1. The partnership, the first of its kind for Netflix, means that the company’s subscribers in France will have access to TF1’s broad array of programming, including game shows like “The Voice,” as well as live sporting events and soap operas without leaving the service.
“By teaming up with France’s leading broadcaster,” Greg Peters, a co-chief executive of Netflix, said in a statement, “we will provide French consumers with even more reasons to come to Netflix every day and to stay with us for all their entertainment.” Mr. Peters flew to Cannes, France, this week for a large annual advertising festival to announce the partnership with Rodolphe Belmer, the chief executive of TF1.
The programming is expected to start appearing on Netflix next summer. Netflix said back in 2022 that it had 10.1 million subscribers in France. It has not shared updated numbers since.
The partnership could prove to be a model for Netflix for other markets around the world. The company has spent extensive time and money in recent years on building up its live entertainment capabilities. Last November, the company attracted 108 million viewers during the live Jake Paul vs. Mike Tyson fighting spectacle and a month later lured another 65 million to watch two N.F.L. games and a Beyoncé halftime show on Christmas Day.
The company is also still increasing its advertising business, another revenue stream that is in its early stages. Netflix says 94 million subscribers are signed up to its cheaper tier, which has commercials.
TF1 is one of the two largest private broadcasters in France. In 2021, the company tried to merge with its rival M6 Group as a way to combat the rising U.S. streaming companies. But it abandoned those efforts the following year because of antitrust concerns.
TF1 currently reaches 58 million viewers with its broadcast channels and serves 35 million users on its streaming channel, TF1+. Yet, the company sees this new deal as a way to attract more viewers and increase its advertising revenue as a result.
“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+ platform,” Mr. Belmer said in a statement.
TF1 and Netflix have worked together on a number of productions over the years, including “Les Combattantes,” “L’Agence” and “Tout le bleu du ciel.”
Nicole Sperling covers Hollywood and the streaming industry. She has been a reporter for more than two decades.
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