The Bouygues subsidiary has accepted that its brand will be "swallowed up" by a larger entity, even though Netflix will offer its subscribers in France a TF1 section. "They have bet that their programs are strong enough to emerge," says François Godard, an analyst at Enders.
TF1 is also demonstrating opportunism. Rodolphe Belmer is showing that the channel can be useful to the global streaming leader and isn't stuck in the old world. TF1 is thus maximizing its exposure. "TF1 doesn't want to be overwhelmed by the abundance of content and must remain the leader. Hence the importance of being the first to conclude a deal, and not with just anyone," the analyst continues.
For the Californian group, this alliance also represents a way to "keep the public on its platform," adds François Godard. While offering a wider range of programs, including, for the first time, news and a news channel (LCI).