When you search for a film on a streaming service, such as Netflix, Prime or Disney+, you may have noticed that there are mostly American films on there, but few European ones. Dr Roderik Smits (film expert and media communications scholar at ESHCC) researched the visibility of European independent films on streaming platforms and recently published the report ‘Circulating Films Online: Insights from Independent Distributors in Europe’. He was interviewed about it by Cineuropa, an online platform providing news and background on European cinema.
A better understanding
In the research report, Smits compares national markets and strategies of film distributors. He spoke to 10 independent distributors in Spain, the Netherlands, Norway and Romania to understand the opportunities and challenges they face with their films on the streaming market. "After years of research into the online market, we are beginning to better understand what streaming services have to offer, how films circulate online and what audiences watch. While circulation and consumption patterns are well-documented, the underlying causes are not. This report helps explain why certain patterns emerge."
Distributors' strategies
Smits describes several strategies employed by European distributors. Visibility can be increased by supply, like film release numbers, cinema success or online exclusivity on one streaming service. In addition, distributors focus on streamers' profiles, marketing budgets for the streaming market, data intelligence and initiatives such as thematic promotions. In addition, visibility has been discussed at European level for many years. Incentives have been put in place to increase the visibility of European content and promote the interests of the European film industry.
Data intelligence
Smits sees the report as contributing new insights into evolving industry practices within the streaming market. He has tried to provide a broader overview of current developments in the streaming market and describes emerging themes, such as the growing role of data intelligence. "Online viewership data have long remained a rather secretive source of information, closely guarded by streaming services to the detriment of other stakeholders, including distributors. There is still progress to be made, as the survey shows that most independent distributors are just beginning to implement data analytics."
AI and fair payment
In addition to his research on the online circulation of European films, Smits is working on two research projects. The first is on the use of AI in shaping cinema programming. The second is a project on fair payment in the film and television industry, especially for freelance creatives.
Want to read the complete interview? Then read on the Cineuropa website.
- Researcher
