The European Multimedia Sector - consumers, business and regulation 2600-MSdz2EMSCBRen

The course analyzes the European Multimedia Sector (EMS) seen as a key driver of the EU digital economy, but simultaneously also a significant socio-political arena. It focuses on its impact on the position of EU individuals (consumers) and business challenges posed by its economic dependence on foreign digital giants (mostly Google, Apple, Facebook, Amazon, Microsoft (GAFAM) as they act as de facto gatekeepers to the digital economy. The course also considers the turbulent relationship of the EMS with public authorities in their efforts to facilitate the EMS and to regulate it effectively. Central to the discussion is the significant and persistent weakness of the EMS in the global context, partially caused by its historical fragmentation and two decades of austerity measures, insufficient level of investments, especially in R&D, as well as by the regulatory strictness protecting the rights of European entities, which overall contribute to the low productivity of the European economy, including the EMS.
The course looks at the realities of media globalisation, from the perspective of EU companies, individuals and regulators. Focus is placed on the key role of ‘content’ (traditional/professional and user generated) and new economic models related to ‘content’, for the development of multimedia in economic and socio-political terms. Emphasised are also the problems deriving from market power held by foreign digital platforms in their relationship with traditionally defined consumers (viewers & users ie B2C relationship) as well as those that are simultaneously also content creators (B2C & B2B relationship). Modern advertising techniques and the collection and use of Big Data for that purpose is considered in particular as is, the growing impact of self promotion, direct viewer financing, and cross industry activities originating from the multimedia sector. Longterm shifts brought about by the covid pandemic are also considered, as they continue to affect consumers (eg growing screen time), businesses (eg explosion of streaming platforms and simultaneous decline of cinema markets), and regulators (eg priority in ‘supervising’ foreign gatekeepers).
The course will discuss the struggles of public authorities in Europe aiming to protect EU individuals and somewhat shield, and even aid, EU business initiatives, by tackling specific anticompetitive and/or exploitative practices of digital giants, classified in the EU as infringing the rights of EU consumers and businesses. As to sectorial regulation, the newest version of the European Audiovisual Media Services Directive is considered together with the Digital Markets Act and Digital Services Act of 2022, and the recent European Media Freedom Act of 2024, especially their impact on platforms such as Facebook or Amazon. Examples will be also given of the individual application of European Competition Law towards digital giants exemplified by 4 EU antirust decisions each, issued between 2017-2025, addressed to Google (total fines of 11 billion Euro) and to Facebook (total fines of 2.5 billion Euro). Noted M&A decisions will include the notorious AOL/Time Warner merger and the step-by-step acquisitions by Disney. The currently underway acquisition of Warner Bross, which ‘put itself up for sale’ in October 2025, by Netflix (in agreement of both sides), or Paramount (hostile take-over) and their impact on the EMS overall will also be covered.
The course aims to identify specific dangers and opportunities that are presenting in the EMS, many of which originate from actions taken by digital giants outside of the EU in jurisdictions that have lower safety standards than the EU, primarily in the US but also China. Among the discussed dangers are: persistent failure to protect minors, content appropriation and fake news, as well as infringements of privacy. Stressed in particular are ‘new’ dangers that follow the political shift in the US in 2025, as they resulted in the rollback of pre-existing content safety measures on social media platforms. These are exemplified by the current GROK scandal on X, and threats of public sanctions issued towards Netflix for its inclusive content policy. Many advancements have also been made including: Netflix’s positive impact on the internalisation of content production/consumption in the EU; and, arguably, the introduction of short form content spearheaded by TikTok in 2020. Recent diversification of subscription tiers by streaming platforms has facilitated greater affordability.
The EMS is also the place of new opportunities such as the creation of diverse multimedia-specific creative and management jobs; and the internalisation and greater inclusiveness of job markets. Noted opportunities can also be found in the varied EU funding schemes available to ‘European’ business initiatives that span across digital sectors. Considering most recent developments, the course will also discuss the emergence of AI tools, which simultaneously pose dangers, facilitate advancements, and create opportunities for the future of multimedia and all its stake holders.