Bonjour tout le monde, comment aimez-vous Netflix maintenant?
Okay, enough with the high school French. We’re going bilingual because the world’s largest streaming service recently unveiled a deal under which it will offer live broadcasts and on-demand content from the French broadcaster TF1 starting in summer 2026.
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“This is a first-of-its-kind partnership that plays to our strengths of giving audiences the best entertainment alongside the best discovery experience,” Greg Peters, Netflix’s co-CEO, said in a statement.
“By teaming up with France’s leading broadcaster we will provide French consumers with even more reasons to come to Netflix every day and to stay with us for all their entertainment.”
TF1 reaches 58 million monthly viewers through its broadcast channels and serves 35 million users on its TF1+ streaming service.
The company’s CEO, Rodolphe Belmer, who sat on Netflix’s board from 2018 until 2022 before taking the helm at TF1, said the alliance would “enable our premium content to reach unparalleled audiences and unlock new reach for advertisers within an ecosystem that perfectly complements our TF1+ platform.”
Podcaster cites Netflix’s large-scale investments
Last year, Netflix partnered with France’s Newen Studios and TF1 to co-produce the streamer’s first-ever daily drama series for France, “Tout Pour La Lumière” (“All for Light”), which is set in the world of music and dance, according to The Hollywood Reporter.
“This is a very innovative deal” with “nothing of the sort elsewhere,” Enders Analysis analyst François Godard said. “It pivots Netflix into aggregation.”
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Scott Galloway, a New York University professor and a podcaster, noted recently that by expanding production globally, taking advantage of broadband technology, and capitalizing on inexpensive funding, Netflix was able to make large-scale investments similar to Amazon’s (AMZN) strategy, leaving competitors unable to keep pace.
Craig Hallum analyst Jason Kreyer said that Magnite (MGNI) , the world’s largest independent sell-side advertising company, struck an agreement with TF1 just nine months ago to bolster programmatic demand, according to The Fly.
Programmatic advertising uses software and algorithms to buy ad inventory in real time, often through auctions, rather than through manual negotiations between advertisers and publishers.
Craig Hallum said that this relationship represented a ramp in its monetization potential with Netflix by bringing an influx of live content to the Netflix ecosystem, where Magnite remains the exclusive supply-side platform.
The firm said that it expected a seamless transition to monetizing this inventory on Netflix.
Craig-Hallum said its checks from Cannes in France have noted a material increase in interest and active discussions between these broadcasters and both publishers like Netflix and tech partners like Magnite.
The firm sees this trend adding yet another set of tailwinds to the Magnite story. Craig-Hallum has a buy rating and a $14 price target on Magnite’s shares.
Analyst notes Netflix dominant marketing position
Netflix shares are up 38% this year and up nearly 82% from this time in 2024.
Pivotal Research raised its price target on Netflix to a Wall-Street-high $1,600 from $1,350 and affirmed a buy rating on the shares.
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The investment firm said it moved from a year-end 2025 to a year-end 2026 target price and increased its multiple based on earnings before interest, taxes, depreciation and amortization, citing increasing confidence in the company’s “dominant market positioning.”
Netflix remains underpenetrated globally, Pivotal said. The Los Gatos, Calif., company offers an “extremely compelling” price-to-entertainment value, boosted by its advertising-supported offering, which should enable it to continue to generate solid growth in subscribers and average revenue per user, Pivotal said.
The firm continues to view management’s aspirational goal of a $1 trillion valuation by 2030 as reasonable. It’s currently a bit more than half that at $520 billion.
Wells Fargo raised its price target on Netflix to $1,500 from $1,222 given its opportunity path, while affirming an overweight rating on the shares.
High-value short-form content could be Netflix’s next big move with exclusive creator deals, WFC said.
Wells Fargo estimates incremental engagement at an attractive return on investment. It’s a third pillar of growth after sports and ads, the firm said.
Netflix, scheduled to report quarterly results on July 17, said in May that it was testing a short-form-video feature.
In 2021 the platform rolled out a TikTok-inspired feature called “Fast Laughs,” which focused on funny clips, Tech Crunch reported. This new test aims to reach a broader audience beyond just comedy fans and will be more personalized.
The new mobile-only vertical feed enables users to easily scroll through clips of its original titles. Within this feed, users can tap on buttons to watch the entire show or movie immediately, save it to their “My List,” or share it with friends.
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