The French competition authority, Autorité de la concurrence, has issued opinion regarding the rapidly evolving landscape of online video content creation. This move signals a growing regulatory interest in the digital economy, specifically focusing on the power dynamics between global tech giants and the burgeoning community of independent creators. As the sector matures into a cornerstone of the modern audiovisual industry, the Authority is calling for a fundamental shift toward transparency and fairness to protect the competitive integrity of the market.
The scale of this industry in France is now immense. Since its inception roughly fifteen years ago, the ecosystem has expanded to include over 150,000 professional content creators by 2024. This network connects a complex web of interdependent players, including talent agencies, advertisers, viewers, and the digital platforms that host the content. To understand these dynamics, the Authority launched an investigation in May 2024, gathering testimony from major stakeholders such as YouTube, TikTok, Instagram, Twitch, and OpenAI, as well as the Union of Influencer and Content Creators (UMICC).
At the heart of the Authority’s findings is the observation that the market has become highly concentrated around a small number of “essential” platforms. While creators technically have choices, the reality of the market reveals significant barriers to entry and expansion. Differences in audience demographics, platform cultures, and technical specifications mean that platforms are often not interchangeable. For a creator, switching from one service to another is rarely a seamless process, which reinforces the market power of the dominant players.
This concentration has resulted in a structural dependence that leaves many creators in a vulnerable position. The Authority highlights a clear imbalance in bargaining power, noting that platforms often have the sole authority to dictate the terms of their commercial relationships. This includes critical factors such as how revenue is shared, how content is moderated, and how recommendation algorithms determine which videos are seen by the public. Because these terms are rarely open to genuine negotiation, creators often find themselves at the mercy of unilateral corporate decisions.
In response to these findings, the Autorité de la concurrence is urging major platforms to adopt more rigorous standards of vigilance. The recommendation focuses on eliminating unfair contractual conditions and increasing transparency across the board. Specifically, the Authority wants to see clearer communication regarding the inner workings of recommendation algorithms and the mechanisms used for revenue distribution. By pushing for more balanced commercial relationships, the regulator aims to ensure that the French online video sector remains a fair and competitive environment for all participants.