ABSTRACT
In a media landscape dominated by streaming services, public service media (PSM) across Europe must adapt to shifting market dynamics. Drawing on Napoli’s framework, as adapted by D’Arma, Raats, and Steemers, this chapter analyses PSM responses to the rise of global subscription- and advertisement-based services. It identifies five key strategic orientations—complacency, resistance, differentiation, diversification, and collaboration—revealing shared challenges but varied emphases shaped by infrastructural, political, financial, linguistic, and market contexts. While diversification enables PSM to reach new audiences, it simultaneously strengthens their capacity for differentiation. Conversely, global streamers increasingly appropriate features of traditional broadcasting. The chapter demonstrates how European PSM continue to innovate and redefine their public service roles within a highly competitive and convergent media environment.
