In a keynote address at Series Mania, M6 CEO David Larramendy detailed his vision for the French broadcaster’s future, emphasizing a strategic pivot towards streaming, fiction, and content reinvention amid a competitive media landscape. Executive’s remarks covered market consolidation, new talent, and the group’s digital transformation.
Larramendy talked about speculation of a potential sale of M6, stating, ‘i don’t know. Ask our shareholder’. He acknowledged the need for consolidation in the French media market and supported revisiting current regulations that prevent a sale before 2032. He also noted that there had been past interest from TF1 and that other parties have since expressed interest.
A high-profile addition to the M6 team, TV host Cyril Hanouna, is joining the group since this month hosting a new show on the W9 network. Larramendy described the presenter as ‘one of the last real stars of television’ and emphasized that the focus will be on entertainment, not politics.
In addition, Larramendy highlighted the success of M6+ this year, due the group’s streaming platform launched in May 2024. The service reportedly exceeded expectations, with advertising revenue increasing by 35% in its first year, from €74 million to €100 million. The company aims to triple this revenue to €200 million and reach 1 billion hours of viewing by 2028. According to him, the platform’s leading content—fiction, drama, and reality shows like Top Chef—now accounts for 20-40% of digital views.
The executive also outlined a content strategy shift, noting an increased investment in locally produced fiction. He explained that a decade ago, M6‘s primetime slots were filled with American series, but now they are dedicated to original French productions. Initiatives include Clean, a drama inspired by the 2015 terrorist attacks, and Inside, a high-concept series with nearly 200 professionals and 30 screenwriters, which currently is on air.
M6+ Max, the subscription tier offer, is also part of the group’s streaming strategy, explained, offering commercial-free previews and exclusive content. New titles are set to debut on M6+ Max before traditional broadcast16.
He spoke about the need for strategic partnerships to face competition from global players. The CEO revealed M6’s first co-financed TV series, Belphégor, developed with Max. He views platforms as both competitors and potential partners, stating, ‘we can collaborate on one project, and compete the next day. That’s the reality of our industry’.
Regarding channel reordering, Larramendy welcomed the move of the M6-owned children’s channel Gulli from number 18 to 12 on France’s TNT network, calling it ‘moderately good news’. He pledged to invest more in Gulli’s prime-time programming, specifically in family-friendly fiction.
Despite a drop in net income in 2024 due to major expenditures like covering the Euros and launching M6+, the delegate affirmed that company is maintaining its annual investment level of €530 million this year. He noted that fiction and drama remain top priorities, and despite financial pressures, the group remains profitable with an 18% EBITDA margin. He concluded by emphasizing the need to ‘protect our brands, take creative risks, and invest in the future’.
