30% Quota – A Trouble-Making “Guardian” of EU Content

Zlatitsa Dimitrova, Consuelo Naranjo, Diandra Velica, Bo Pan, Juliane Henn, Özge Akman, Santiago Otalora, Alorila Murataj, Jiaqi Nie

The European Parliament and the Council of Europe have approved an update in the Audiovisual Media Services Directive (AVMSD) The revised AVMSD officially entered into force on 19th December 2018 and aims to guarantee a 30% share of European works on subscription video on demand (SVoD) platforms. The European Parliament declared: “In order to support the cultural diversity of the European audiovisual sector, MEPs ensured that 30% of content in the video-on-demand platforms’ catalogues should be European.” This change is expected to support cultural diversity and promote European production. It could help to fix the existing uneven relationship not only with the American content, but also within Europe itself. As a significant instrument to support European content against American superiority, the 30% quota along with the revised AVSMD will be implemented obligatorily by the member states before the end of 2020. The consequences of it have aroused pervasive debate.

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