In a predictable move—yet still bold—Paramount’s Pluto TV has inked a deal with French broadcaster M6, setting the stage for a new kind of content-sharing free-for-all in the French AVOD market. Both platforms are throwing their chips on the table with a swap of iconic TV shows and some fresh commercial tie-ups that will have ad sales teams working overtime.
For those keeping score, Pluto TV is sending over 12 channels to M6’s AVOD service, M6+, loaded with nearly 3,000 hours of content. Expect familiar Pluto franchises like Just Tattoo of Us, Yu-Gi-Oh!, and Blue Bloods popping up on the French service. In return, M6 will hook Pluto TV up with six of its content channels, featuring shows like Zone Interdite, Turbo, and Les Marseillais.
But it’s not just a content swap. M6 Publicité, the broadcaster’s ad sales unit, will now have its hands in the entire Pluto TV inventory in France, handling ad sales while teaming up with the Paramount France ad team. Meanwhile, Paramount’s U.S. ad team is headed for the guillotine, axed just ahead of its looming merger with Skydance Media. Talk about timing.
According to the companies, this partnership is just step one of a bigger, long-term play. They’ve outlined three key pillars to their collaboration: launching a branded Pluto TV zone on M6+, rolling out M6’s FAST channels on Pluto TV, and creating a united front in the French ad market through the M6 Publicité partnership. That last bit should have advertisers licking their chops, as it offers a prime premium video CTV inventory in an increasingly fragmented and cutthroat free streaming market.
Broadcasters: The Secret Sauce in the FAST Game
Let’s be clear—this deal is a win-win for both M6 and Pluto TV. As Marion Ranchet points out on LinkedIn, broadcasters are key to any successful FAST strategy in Europe. Why? Here’s why:
- They dominate their home markets. Broadcasters like M6 have unmatched reach in their regions, something streamers would kill for.
- They’ve mastered ad sales. Even as linear TV shifts, broadcasters remain powerhouses when selling ads.
- They’re evolving with the times. These companies aren’t sitting idle—they’re transforming from traditional linear models into digital streaming hubs.
- They need new content streams. To stay competitive, broadcasters must constantly refresh their offerings with new content, brands, and innovative ways to engage audiences.
Pluto TV’s partnership with M6 was a no-brainer. For M6, Pluto TV brings global expertise and a content pipeline that complements its own. This deal is more than just a content swap—it’s a smart long-term move for both players.
Expect this collaboration to be more than just a French affair—it’s a blueprint for how global streamers and local broadcasters can unite, especially in hyper-competitive, fast-evolving markets. Sure, ad-supported streaming might feel like a rerun of the cable TV model, but if there’s a playbook for winning this new game, this partnership is starting to write it.
And Let’s Not Forget About the Bigger Picture
While Pluto TV keeps making moves in Europe (remember that Borussia Dortmund deal?), it’s playing the long game, expanding its FAST strategy in key markets. With M6, it’s found a partner hungry for transformation and more than ready to fight for ad dollars.
But here’s the punchline: as Pluto TV and M6 carve out their chunk of the French streaming pie, they’re also setting themselves up as an example for others to follow. So if you’re a broadcaster sitting on the sidelines, maybe it’s time to get in the game. After all, it’s not just about free content anymore—it’s about survival.
In the end, whether you’re in France or anywhere else, the free streaming battlefield is getting crowded—and only those who adapt FAST (pun intended, as Kirby says) will survive the shakeout.
Skip Buffering may or may not work for a major streaming service—who’s to say? If there’s buffering involved, you can bet Skip’s already roasting it.
