Netflix once disrupted television. Now broadcasters fear it could redefine entire markets. There was a time when Netflix was viewed as a Silicon Valley experiment that mailed DVDs to subscribers. Today, it sits at the center of a global transformation that has fundamentally altered how audiences consume entertainment. From North America to Asia and across Europe, the streamer has spent nearly a decade expanding beyond its American roots, turning local stories into international hits and making on demand viewing the default habit for millions of households.

What once looked like a speculative threat to television has become a reality in many markets. While Netflix established dominance in major territories years ago, industry observers are now watching its growing influence across Central and Eastern Europe, a region that until recently remained relatively insulated from the streaming revolution.

That changing landscape was the focus of a warning delivered by CME chief executive Sam Barnett. Speaking during a keynote interview at the NEM conference in Dubrovnik, Croatia, Barnett argued that traditional television companies in Central and Eastern Europe are approaching a decisive moment. His message was direct: local broadcasters must accelerate their digital transformation or risk losing audiences to global platforms such as Netflix and YouTube.

“We are now ultimately playing against the American streamers,” Barnett said. 

His argument is relatively simple. Netflix can spend billions globally, but it cannot instantly understand every local audience. Broadcasters in countries such as Poland, Romania, Hungary and the Czech Republic already know those viewers. Barnett believes that advantage creates a window of opportunity. However, he also warned that the opportunity will disappear if local companies fail to strengthen their digital businesses. 

“If we do not do the digital piece, we will become irrelevant within a few years,” he said. 

Netflix Confirms Season 4 Return of One of Its Best French-Language Series

He further suggested that the biggest streamers are currently prioritizing larger markets such as Germany and France, giving Central and Eastern European broadcasters valuable time to prepare. A separate question remains whether that breathing room will last.

Netflix officially launched in Poland in 2016, a move that would eventually become the foundation of its Central and Eastern European strategy. What began as a distribution expansion evolved into a long term investment in local production, talent development and regional storytelling. The company recently celebrated ten years in Poland while opening an expanded Warsaw office that now serves as a major content and technology hub for the region.

According to Netflix, it has produced and licensed more than 700 films and series in Poland since launch, generated thousands of industry jobs and developed more than 80 original productions. The Warsaw operation is also overseen by regional content leadership, including Łukasz Kłuskiewicz, who guides acquisitions and original productions across Central and Eastern Europe.

The strategy is increasingly visible on screen. Productions such as 1983, High Water, 1670, Forgotten Love, Heweliusz, The Doll, Less of a Stranger and Anesthesia reflect Netflix's effort to turn local culture into globally exportable entertainment. 

Whether Barnett's warning proves prophetic remains to be seen. Yet one reality is difficult to ignore. Streaming has already changed how audiences watch television in the United States, and Netflix continues expanding its footprint across Europe. The question is no longer whether the disruption will arrive. It is how local broadcasters will respond when it does.

Top 10 Upcoming Netflix Manga Adaptations You Need to Know About

What do you think? Can local broadcasters still compete with Netflix? Share your take in the comments.