Live TV is coming to Netflix — that is, if you’re in France. The streamer announced plans to offer five live linear channels from France’s top commercial broadcaster TF1 Group starting summer 2025. It’s an unexpected move from a company known for helping destroy TV as we know it. Yet here they are, taking a page from the industry they revolutionized.

“The collaboration with TF1 represents an incredible opportunity to provide a next-generation experience to our members in France,” Netflix co-CEO Greg Peters said in a statement. “By partnering with France’s leading broadcaster, we will offer French consumers even more reasons to come to Netflix every day and to stay with us for all of their entertainment.”

Netflix and TF1 already have a history. The two have co-produced the French historical drama Les Combattantes (English: Women at War). However, the new deal extends far beyond co-productions. This agreement is an integration of live TV within the streaming service itself — a bold move by a company that has historically been hesitant to dabble in the realm of live broadcasting.

No financial terms of the agreement were disclosed. However, the magnitude of the partnership is indicative of a long-term commitment. Peters and Netflix co-CEO Ted Sarandos have suggested as much.

The agreement is not just a benefit to Netflix. It’s also a means for the broadcaster to expand its reach and appeal to advertisers. TF1’s live channels will remain ad-supported, which means the broadcaster can leverage Netflix’s millions of subscribers to reach an even wider audience.

“It is the logical response to the development of an online viewing environment and is in line with our digital strategy,” said TF1 Group CEO Rodolphe Belmer. “We are in the middle of a transformation that is shaking up linear TV in a secular way. To survive and be more attractive, it is necessary to position ourselves in the space where the dynamics is. We have a unique chance to take advantage of the driving force of Netflix and this unprecedented alliance will make our premium content available to an audience never seen before.”

Partnering with Netflix will also help the company fulfill its regulation of investing 20% to 25% of revenue generated in France back into the local market. That’s a notable commitment to the nation, as the video streaming giant is in hot water in many markets. A possible factor in Canada’s new tax would force Netflix to spend an additional $38 million (CA$50 million) to maintain its platform in the country.

While the partnership with TF1 is an unusual one, it’s also a strategic one. Peters said the company will monitor how the partnership fares before exploring similar deals in other regions. If the deal works out, the company could look to expand the deal to other European markets, or perhaps the U.S. — a market Netflix has always kept at arms length.

At the same time, as viewer behavior changes, streaming is becoming TV. According to Nielsen’s most recent report, streaming represented 44.8% of total TV viewing in May. For the first time since tracking began in 2021, that percentage is ahead of both cable (24.1%) and broadcast (20.1%). With Netflix’s deal with TF1, the streaming giant is putting a stake in the ground as the ultimate destination for all forms of entertainment — be it bingeable series, live sports, or regular TV.