One of Creative Europe MEDIA shows: The design of national and regional support measures has a significant influence on the participation of production companies in the EU-wide MEDIA programme. The study examined how public support strengthens competitiveness in the audiovisual sector and which factors favour access to European funding.

The study centred on data analyses from 2021 to 2022, supplemented by interviews with industry representatives and a survey of MEDIA funding recipients. Over 1,400 projects were supported in the period under review - around 70 % in high capacity countries (HCC) such as Germany, France and Spain, and around 30 % in low capacity countries (LCC) with a less developed production structure.

Promotion entails promotion

A key finding is that the more a country supports its audiovisual industry with national funds - for example through subsidies, tax breaks or investments by public broadcasters - the higher the participation in the MEDIA programme. Tax incentive models in particular have established themselves as an effective instrument. A total of 447 different support measures were recorded in the EU member states.

Despite a MEDIA share of only around 2 % of total public audiovisual funding, the programme was perceived as particularly effective by the stakeholders surveyed. The study emphasises its positive influence on European cooperation, innovative strength and the visibility of smaller markets.

Recommendations for more balanced promotion

The authors of the study are in favour of redefining the country groups in the MEDIA context in order to align funding criteria more closely with actual market conditions. Furthermore, it is recommended that international co-productions be specifically promoted - especially in structurally weak regions. Advice, exchange formats and partnership programmes should help to create sustainable structures.

Current developments such as the use of artificial intelligence in media production, the implementation of the AVMSD Directive and the role of public broadcasters were also taken into account. The aim is to create a resilient and fair funding system that remains viable even in times of crisis.

The complete study by Creative Europe MEDIA here as PDF for download.