#e4mXplains: Netflix goes linear: What French deal means for Indian advertising

Netflix’s TF1 tie-up is a strategic response to the global decline of broadcast TV and the rise of fragmented, on-demand viewing

by Shantanu David
Published: Jun 19, 2025 9:22 AM | 4 min read

If you’ve ever wondered what happens when the world’s biggest streaming disruptor starts looking a lot like the industry it once sought to upend, Netflix’s latest move in France has your answer.

The streaming giant’s landmark partnership with TF1, the country’s most-watched broadcaster, will see Netflix subscribers in France gain access to TF1’s live and on-demand programming.

This marks a landmark pivot for Netflix. Not only is it embracing linear TV (a model it once derided as obsolete) it’s also cementing its pivot toward ad-supported and hybrid monetisation strategies. With around 94 million ad-tier users globally, live programming offers long-coveted premium inventory for advertisers, especially those who prize attentive audiences during real‑time viewing .

So, why should Indian advertisers and media strategists care about a deal inked in Cannes? Because this is more than just a European experiment. It’s a blueprint for the next phase of streaming, one that could reshape how Indian audiences consume content and how brands reach them.

Netflix’s TF1 tie-up is a strategic response to the global decline of broadcast TV and the rise of fragmented, on-demand viewing. By joining forces, Netflix and TF1 hope to unlock new reach for advertisers and draw in audiences who might otherwise be lost to the streaming churn. The move also helps Netflix meet local content regulations and deepen its roots in the French market, but the bigger ambition is clear: become a one-stop shop for all entertainment, from live sports to reality shows to prestige dramas to even gaming, as we've previously covered.

The implications for India are profound. Netflix has already begun laying the groundwork for a similar convergence here. Over the past year, the platform has added mass-appeal Indian TV staples like CID and Crime Patrol, and launched digital adaptations of legacy hits such as The Great Indian Kapil Show, all in a bid to woo Tier II and III viewers and broaden its base beyond metros. The strategy is working: Kapil Sharma’s show drew 14.5 million viewers on Netflix, making it one of the streamer’s top two most-watched programs in India.

This is happening as India’s Connected TV (CTV) ecosystem hits critical mass. The number of CTV households is projected to reach 60 million by the end of 2025, and CTV advertising spend is growing at a breakneck pace, potentially touching upwards of Rs 1,500 crore this year. Advertisers are waking up to the power of CTV’s targeting, premium environment, and the ability to reach audiences that are increasingly cord-cutting or never had a cord to begin with.

But Netflix isn’t alone in chasing this hybrid future. Amazon Prime Video flipped the switch on ads for all users this year, instantly becoming the world’s largest ad-supported subscription streamer and raking in $1.8 billion in upfront commitments. Prime Video is doubling down on live sports, shoppable ads, and new ad formats, while keeping its ad load lighter than traditional TV. Meanwhile, JioHotstar has rewritten the rules of digital monetisation during IPL 2025, with final ad revenue tallies expected to top Rs 4,500 crore.

The FAST (Free Ad-Supported Streaming TV) revolution is also picking up pace in India, mirroring global trends. FAST channels mimic the linear TV experience with always-on, scheduled programming, but with the targeting and data advantages of digital. As previously covered by exchange4media, industry experts predict hybrid models (combining free, ad-supported tiers with paid subscriptions) will become the norm, offering advertisers new ways to reach both mass and niche audiences.

For Netflix, the French deal is a logical next step. The company has now tested a “Direct” linear TV feature in France, and its AVOD (ad-supported video on demand) model is live in 12 countries, though not yet in India. By integrating linear channels and live events into its platform, Netflix is positioning itself as an aggregator: part cable, part digital, all things to all viewers.

The bottom line: Netflix’s French experiment is a preview of what’s coming to India. As streaming platforms, broadcasters, and advertisers converge, the future of TV will be defined by flexibility, collaboration, and a relentless focus on audience reach and engagement. For brands, the next big campaign could just as easily run alongside a Netflix original as it does during a live cricket match or a classic soap: on the same screen, in the same living room.