🎬 Should you work with YouTube? Thank you to the USPA – Union Syndicale de la Production Audiovisuelle and the MédiaClub for their invitation to this essential debate. Thank you to the Mogador Theater for its welcome, thank you to all 250 participants for their presence and the intensity of the exchanges. 👉 The debate brilliantly moderated by Jerome Chouraqui allowed me to compare my conception of production to that of Samy Bouyssié (Ascend) and Lorenzo Benedetti (ScreenTube). A fascinating moment of exchange which highlighted a very clear difference in approach: Samy and Lorenzo were able to present their way of producing with YouTube: ➡️ A model based on upstream financing by advertisers ➡️ A direct relationship with the public (B-to-C) ➡️ An assumed entrepreneurial risk-taking This model works. He produces successes. But it asks a central question: when it is advertisers who finance content upstream, certain stories will never see the light of day. Not because they are bad. But because they are not immediately compatible with brand, image, performance or “brand safety” objectives. Added to this is a fundamental point: YouTube is not a regulated player like the others. The platform ❌ Does not participate in the structuring financing of audiovisual creation, ❌ Benefits from a very favorable tax framework, ❌ Captures a growing share of uses, audiences and advertising revenue without obligations comparable to those of broadcasters or streaming platforms. 👉 In other words, value shifts, but responsibility does not follow. We, traditional producers, embody the long term, the structuring, the transmission but also: ➡️ The pooling of risk ➡️ The financing of risk-taking upstream, ➡️ The capacity to bring into existence fragile, minority, demanding, sometimes uncomfortable works. Works that do not primarily seek to please an advertiser, but to meet an audience. ⚠️ The issue is therefore not to oppose individual trajectories to a system. ⚠️ The challenge is to know which model still allows an industry to hold together, and not just an addition of isolated successes. The real risk is also the progressive weakening of television channels, and in particular public service 👉 They are caught in a vice, 👉 They see their audiences and their advertising revenue shift, 👉 Now with the temptation to “tune in” to dominant platforms like YouTube. 🤚The question is: are we still capable of holding together a collective in a world that increasingly values the individual? What is at stake is the balance of an entire ecosystem: the financing of creation, the diversity of writings, cultural sovereignty. 👉 It’s a social choice Stéphane LE BARS Amanda Borghino Anne-Sarah Zaïdi
date: 2026-02-09 23:23:00