The Commission has issued a call for evidence in relation to its 2026 evaluation and review of the Audiovisual Media Services Directive (“AVMSD”). 

The AVMSD came into force in 2010 and establishes the EU’s regulatory framework for audiovisual media services.  It governs the EU level coordination of national legislation on all audiovisual media, including traditional TV broadcasts and on-demand services.

The first review of the AVMSD was carried out in 2018 and resulted in the introduction of new provisions governing video sharing platforms.

Under Article 33 of AVMSD, the Commission is required to assess the impact and added value of the AVMSD and present an ex-post evaluation report, accompanied where appropriate by proposals for reviewing the Directive, by 19 December 2026.  This second review of the AVMSD is also part of the Commission’s commitments in the recently announced European Democracy Shield, which aims to foster the EU media sector to achieve stronger and more resilient democracies. 

The 2026 review

The Commission notes that, since 2018, the audiovisual media market has changed considerably.  In particular, linear media services like television broadcasting have been losing relevance, whilst influencers, and new media content distribution techniques based on personalised, targeted, shorter, faster and less curated formats, have become an important part of the European audiovisual ecosystem.

The Commission further notes the need for action at EU level, to avoid market fragmentation and increased regulatory complexity, in the context of several Member States having recently regulated certain matters differently, such as the prominence of services of general interest or influencers’ activities.

As part of its 2026 review, the Commission will assess the effectiveness, relevance, and (internal and external) coherence of the AVMSD.  It will look at a wide range of issues, including scope, the prominence of media services of general interest, advertising, and the protection of viewers.  There will be a focus on the protection of younger viewers who access audiovisual content in the online environment, including influencer content.

The Commission will also assess whether the regulatory framework under AVMSD could be simplified and streamlined, including by taking into account its interaction with the Digital Services Act and other legislative acts and initiatives such as the European Media Freedom Act and the Digital Fairness Act.

At this stage, the Commission is considering the following three policy options: (1) leaving the AVMSD unchanged, (2) implementing targeted adjustments (for instance with respect to influencers, rules on prominence, advertising and the protection of minors), or (3) fully transforming the regulatory framework for audiovisual media services into an EU content directive/regulation.

Call for evidence

Through this consultation, the Commission seeks to collect evidence and feedback from a wide range of stakeholders on the impact of the current AVMSD and its planned review. 

The Commission hopes to receive the views of audiovisual media regulators and other national authorities, relevant EU bodies, research bodies and academia, public and private broadcasters, providers of on-demand audiovisual media services, video-sharing platform providers, influencers, advertisers, audiovisual industry representatives, other industry representatives, content producers and distributors, associations or organisations representing the interests of rights holders, consumer associations, cultural organisations, civil society, individual respondents and any other relevant actors.

The deadline to submit evidence is Sunday, 21 December at midnight Brussels time.

Next steps

Following the call for evidence, a public consultation will be launched in Q1 2026.  A factual summary report will be published on the Commission’s website approximately 8 weeks after the public consultation is closed.  There will also be targeted consultations with experts as well as stakeholder workshops throughout 2026.

These initiatives will support the evaluation and the impact assessment of the review of the AVMSD.

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Photo of Jane Pinho Jane Pinho

Jane Pinho co-chairs Covington’s Entertainment and Media Industry Group and is a partner in the Technology and Communications practice and the International Business Reorganization practice. She has advised international streaming services on their content acquisition strategies, on new product launches and global expansions…

Jane Pinho co-chairs Covington’s Entertainment and Media Industry Group and is a partner in the Technology and Communications practice and the International Business Reorganization practice. She has advised international streaming services on their content acquisition strategies, on new product launches and global expansions, and on media regulation and licensing for the past decade.

Jane works with media industry leaders with global operations, including streaming services, video games and interactive entertainment companies, and social media platforms. She has particular experience advising in relation to the creation, acquisition, and distribution of digital content in the UK and Europe, in relation to the multi-territory launch, expansion, monetization and marketing of digital media products and services and in relation to compliance with the UK’s broadcasting, on-demand, video-sharing platform and online safety regimes, representing clients facing regulatory scrutiny. She also has experience advising media and technology companies on UK and EU consumer protection law, including on an investigation by the EU Commission and the Consumer Protection Co-operation Network.

Jane is also a key figure in Covington’s International Business Reorganization practice. She has managed global post-acquisition business reorganizations, pre-sale and pre-spin business separations and tax reorganizations for companies with substantial global footprints for more than a decade.

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Photo of Rose Höring Rose Höring

Rose Höring is an associate in Covington’s Digital Media Group in London.  She supports companies operating in the digital media space in relation to the creation, acquisition, and distribution of content.

Rose handles both transactional and regulatory compliance matters. She has particular experience…

Rose Höring is an associate in Covington’s Digital Media Group in London.  She supports companies operating in the digital media space in relation to the creation, acquisition, and distribution of content.

Rose handles both transactional and regulatory compliance matters. She has particular experience with the acquisition of content for digital distribution, and the multi-territory launch, international expansion, and marketing of digital media/OTT services.

Having previously worked at a leading UK film distribution company and advised a range of financiers, international sales agents, and distributors in relation to the financing, production, and distribution of film and TV content, Rose draws on her solid understanding of the content creation and distribution sector to provide practical advice to her clients.

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