Brussels, Belgium – The European Commission today announced a significant regulatory shift targeting major streaming services operating within the European Union. Effective in the third quarter of 2025, the new mandate, formally introduced as the “Digital Services Act Amendment for Audiovisual Platforms” (DSA-AV), aims to enhance transparency and promote European cultural content on platforms accessed by millions across the bloc.
New Rules for Digital Gatekeepers
Under the DSA-AV, global streaming giants such as Netflix, Disney+, Max, and Amazon Prime Video will face stringent new obligations. The core requirements center on greater accountability for content recommendation systems and a mandated boost for locally produced audiovisual works.
The first key pillar of the regulation requires these platforms to publish detailed transparency reports concerning the algorithms that drive their content recommendations. This move is designed to shed light on how platforms decide what users see, addressing concerns about potential biases, the promotion of certain content over others, and the impact on user choice and information access.
Regulators and consumer watchdogs have increasingly called for greater insight into algorithmic operations across digital services. By mandating these reports, the European Commission seeks to empower users, researchers, and regulators to understand the mechanisms shaping online viewing experiences and ensure a level playing field for diverse content.
Boosting European Cultural Diversity
Perhaps the most impactful stipulation of the DSA-AV for creators and audiences alike is the requirement for platforms to ensure European-produced content receives at least 30% algorithmic prominence on their interfaces within the EU. This means that when a user browses recommendations, search results, or curated lists, a significant proportion of the featured content must be of European origin.
The goal is explicitly stated by the Commission: to significantly boost the visibility of local industry productions. Despite the wealth of talent and output within Europe, national and regional content can often be overshadowed by global blockbusters on platform interfaces driven purely by engagement metrics or international popularity. The 30% prominence rule is intended to counteract this by giving European films, series, and documentaries a guaranteed higher profile, making them easier for EU audiences to discover.
This measure aligns with broader EU objectives to support cultural diversity and strengthen the European creative sector in the digital age. It complements existing rules under the Audiovisual Media Services Directive (AVMSD), which already requires streaming services to dedicate at least 30% of their catalogs to European works.
Compliance and Potential Penalties
The Digital Services Act Amendment for Audiovisual Platforms is not merely a set of recommendations; it carries significant enforcement power. The European Commission has made it clear that non-compliance with the DSA-AV’s provisions could result in severe penalties.
Platforms found to be in violation of the new rules face potential fines of up to 6% of their annual global turnover. This level of penalty is substantial and underscores the Commission’s determination to ensure full adherence from even the largest international corporations. The potential financial implications are expected to incentivize platforms to invest the necessary resources in adapting their algorithms, reporting mechanisms, and content promotion strategies to meet the Q3 2025 deadline.
The Commission’s stated aims for the regulation include fostering a fairer digital market within the EU and actively supporting the region’s rich cultural diversity. The mandate is positioned as a critical step in updating digital regulations to keep pace with the evolving landscape of online content consumption.
Industry Consultation and Outlook
The introduction of the DSA-AV follows extensive consultation with various stakeholders across the audiovisual and digital industries. The Commission engaged with industry groups, including the European Council of Producers (CEPI) and the European Film Agency Directors Association (EFAD), among others, to gather perspectives and shape the final regulation.
While welcomed by many in the European production sector as a necessary measure to enhance visibility and discoverability, the new rules will require significant technical and operational adjustments from the targeted streaming platforms. Implementing changes to complex recommendation algorithms and reporting on their internal workings poses a considerable challenge.
As the Q3 2025 effective date approaches, affected streaming services will be working to overhaul their systems and reporting frameworks to align with the DSA-AV’s demands. The implementation and enforcement of these new rules will be closely watched as a benchmark for how digital regulations can be applied to influence content distribution and promotion in the streaming era.
