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EU plans to free up online shopping, set Netflix quotas


EU plans to free up online shopping, set Netflix quotas

The Commission is set to require video-on-demand providers like Netflix to devote 20% of their content in Europe to European movies and TV programmes.

[Rob Enslin/Flickr]

The EU is set to unveil proposals Wednesday (25 May) to make firms lift international barriers for Internet shoppers, and to force Netflix and Amazon to accept quotas for European movies and TV shows.

The plan is the latest step towards what Brussels calls a digital single market, in which the European Union’s 500 million people will no longer be blocked from buying goods and services more cheaply abroad online.

Member states call for the removal of barriers to data flows

Half of the European Union’s member states on Monday (22 May) called for the removal of barriers to the free flow of data both within and outside the 28-nation bloc to ensure the continent can benefit from new data-driven technologies.

Critics, however, have branded the separate proposal to compel streaming giants like Netflix to devote 20% of their content to European programming “prehistoric” and protectionist.

The plans are to be presented by the European Commission at a press conference in Brussels, but must then be approved by member states and the European Parliament.


A key part aims to ban “geoblocking”, whereby customers are limited to websites in their home countries for services like car hire or travel, and are blocked from seeking better prices on foreign sites.

Automatically rerouting customers to a local version of the online service will be forbidden, according to sources who have seen the proposals.

Commission to propose in May ending geo-blocking for online sales

The European Commission is trying to dispel fears that its upcoming regulation of online businesses will step on companies’ toes.

Greater access is considered vital, as a Commission study in March showed an increasing number of goods and services are traded over the Internet while cross-border online sales within the EU are only growing slowly.

Online retailers will also be required to sell goods to customers throughout the bloc without making them responsible for the cost of delivering them, the sources added.

However, the plan is not expected to require removal of barriers that prevent customers using streaming services such as Netflix and the BBC’s iPlayer when they travel.

Nevertheless, audiovisual online providers, including those who sell music or electronic books, fear they will be swept up eventually by the directive.

Quotas for European content

In an overhaul of EU broadcasting rules, the European Commission is set to require video-on-demand providers like Netflix and Amazon Prime to devote 20% of their content in Europe to European movies and TV programmes.

Fighting the dominance of Hollywood is a major priority for France, which has for years subsidised its own national film industry through a special tax on privately-owned broadcasters that rely heavily on US-made content.

In addition, the EU hopes to tax US  streaming services in order to help fund European movies and TV shows.

European Commission wants Netflix to carry at least 20% European content

The European Commission will propose quotas on online video streaming services that require them to offer at least 20% European content.

Netflix has said it is against quotas or making contributions to film subsidies, instead putting a priority on developing its own content, including in Europe. The California-based firm already devotes more than a fifth of its catalogue to European content, EU sources said.

Earlier this month, the website released its first major French-language series Marseille, largely seen as a sign of its commitment to bring ambitious, non English-language productions to Europe.


Jean-Claude Juncker announced in December 2014 that the establishment of a digital single market would be one of the priorities in his first term as Commission president.

The Commission presented its digital single market strategy on 6 May 2015 and vowed to introduce measures on 16 policy points by the end of 2016. The strategy focused on building trust and confidence, removing restrictions, ensuring access and connectivity, building the Digital economy, promoting e-society and investing in ICT research.

EU 'racing to catch up' with Digital Single Market plan

The European Commission has announced its long-awaited strategy for a Digital Single Market, with issues ranging from consumer rights in online retail, copyright and data protection to network expansion and the use of modern techniques for industry. EurActiv Germany reports.

On the policy side, the strategy is coordinated by Commission Vice President Andrus Ansip, and will be implemented by DG Connect, the Commission department in charge of communications networks, content and technology.


  • 25 May: European Commission to issue proposals on e-commerce, audiovisual media rules and online platforms.
  • By end of 2016: The Commission intends to present all of its 16 policy points under the digital single market strategy.