Scaling Up for Survival in the Global Content War

The battle for viewers has shifted from local rivalries to a high stakes global conflict, leaving European production houses struggling to keep pace with the sheer scale of American studios and tech giants. Speaking at the MIA Market in Rome, Giuseppe Abbamonte, the European Commission’s director for media policy, warned that the current model of funding individual projects is no longer sufficient. To survive an onslaught from platforms like YouTube and various U.S. streaming services, Abbamonte argued that Europe must pivot toward investing in companies themselves, building financially robust entities capable of absorbing risk and competing on a worldwide stage.

This push for consolidation comes as a wave of mergers sweeps across the continent, driven by the need to create larger buffers against foreign acquisition. Recent deals involving major players like Sky, ITV, and RTL show a clear trend toward regional unification as broadcasters attempt to secure their footing. Industry leaders like Alessandro Usai of ANICA have been blunt about the vulnerability of smaller firms, noting that while European creators consistently produce international hits, their lack of size makes them easy targets for buyouts and prevents them from retaining ownership of their own intellectual property.

To combat this drain of talent and rights, officials are introducing new mechanisms to lure private institutional investment into the sector. Antonino Stefanucci of the European Commission highlighted a new European Investment Fund designed to treat cultural exports not just as artistic achievements but as assets with significant economic value. By pointing to the global dominance of Hollywood and South Korean dramas, Stefanucci emphasized that Europe needs businesses strong enough to fund their own domestic markets without selling off their best ideas to overseas bidders.

As the MIA Market continues through October 23rd, the conversation remains centered on navigating what experts call the attention economy. With content now distributed across every screen imaginable—from traditional televisions to short form social media clips—the priority has shifted toward sustainability and strategic partnerships. Through initiatives like recent agreements between French and Italian cultural ministries, European producers are attempting to pool their resources and expertise to ensure that homegrown stories maintain both their creative integrity and their financial rewards within Europe.