Within the context of the Agora Talks of the 27th Thessaloniki International Documentary Festival, the discussion titled "Digital Platforms: A New Era" was held on Monday, March 10th, in collaboration with the Hellenic Documentary Association - Hellas Doc at MOMus-Thessaloniki Museum of Photography, exploring the evolving landscape of digital streaming platforms and their impact on documentary filmmaking. During the discussion, industry professionals examined the impact of these platforms, their economic models and the future of digital documentary distribution.
Moderated by producer at OhMyDog Productions Photini Economopoulou, the panel featured key figures from international and Greek streaming services, including Lefteris Fylaktos (ERTFLIX), Dilan Karadağ (Max/WBD), Alexandre Marionneau (ARTE France), Aurélien Marsais (Tënk), and Tijana Djukić (Stranger Films Sales). The discussion provided valuable insights into the business models and strategies shaping the industry. Representing ARTE France, Alexandre Marionneau emphasized the broadcaster’s long-standing role in digital content distribution, allowing audiences to catch up on programming beyond traditional TV broadcasts. On the financial side, Marionneau estimated the average acquisition cost to be between €1,500 and €2,500 per TV hour. Similarly, Lefteris Fylaktos of ERTFLIX acknowledged the similarities between ARTE and Greece’s public broadcaster, ERT. He explained that ERTFLIX operates on a free streaming model, ensuring accessibility to a broad audience but also imposing content selection restrictions due to public broadcasting regulations.
Dilan Karadağ from Max (formerly HBO and Warner Bros. Discovery) highlighted the growing popularity of documentary series over standalone films, with the company favoring high-quality storytelling and international appeal. Aurélien Marsais, representing Tënk, explained that the platform prioritized artistic value over mass appeal. Marsais elaborated on Tënk’s financial model, highlighting Tënk’s engagement in co-productions, offering financial support and post-production resources valued at up to €13,000 per project. Sales agent Tijana Djukić noted that revenue-sharing agreements rarely yielded meaningful returns for independent filmmakers and emphasized that flat-fee acquisitions remained the most reliable option. She pointed out that if ARTE acquired English-language rights, it could limit access to key markets such as the UK for other distributors.
The conversation also touched on changing audience behaviors and the increasing demand for short-form content. Finally, as streaming platforms continue to redefine the distribution landscape, the panelists emphasized the importance of strategic partnerships and audience engagement.
Υou can watch the entire talk HERE.
