European Culture, European Market and European Law. Thirty Percent Quota on the Polish Market of Video-On-Demand Platforms. Case Study of Selected Platforms

European Union law places emphasis on Member States to promote European values on the market of expansively developing video-on-demand platforms. A number of guidelines created in recent years, as well as recommendations for their verification, impart dynamics to platform markets in EU Member States. The aim of this publication is to determine whether Art. 13(1) of the amendment to “Directive (EU) 2018/1808 of the European Parliament and of the Council of 14 November 2018, amending Directive 2010/13/EU on the coordination of certain statutory provisions, secondary legislation and administrative provisions in the Member States concerning the provision of audiovisual media services (Audiovisual Media Services Directive) in view of changing market realities”, has been implemented through the development of Video on Demand platforms on the Polish market. The publication presents a case study of two selected U.S. providers of VOD services, namely Netflix and Disney+ as well as the domestic platform VOD.TVP.PL. In order to achieve the goal adopted, the author employed the mixed-methods research approach combining document review, content analysis and descriptive quantitative data. The main documents forming the theoretical basis for the subject include, among others: the aforementioned amendment to Directive 2018/1808, the 2020 Communication from European Commission, the Act amending the Broadcasting Act and the Act on Cinematography of 2021, as well as the 2024 report of the National Broadcasting Council, which is the competent authority in matters concerning on-demand audiovisual media services.