š āāļø Niche streaming under threat
The Beyond Mainstream alliance of specialised streamers has sent an open letter to the European Commission, calling for a rethink of how the Audiovisual Media Services Directive (AVMSD) is applied.
The coalition argues that the current implementation is squeezing thematic platforms that cannot be treated the same as global generalāinterest giants.
The core problem is a āoneāsizeāfitsāallā model: strict Europeanācontent quotas and investment obligations designed for services like Netflix can be damaging for niche platforms. If a service focuses solely on anime or Bollywood films, being forced to pad the catalogue with local dramas undermines its unique concept and inflates compliance costs.
Alliance members stress that they are not opposed to regulation, but are asking for a proportionate approach already foreseen in AVMSD, including proper use of thematic and lowāaudience exemptions. Otherwise, they warn, overāregulation will not lead to greater diversity, but instead to the shutdown of niche services and a shrinking range of options for viewers.
