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On May 25, 2016, the European Commission presented a proposal to revise the Audiovisual Media Services Directive, following an intensive consultation and evaluation begun in 2015. The publication of the proposal—which was the subject of a first examination by the Council of Ministers on 31 May, 2016 and which should be reviewed in the coming months by the European Parliament and transposed into national law by Member States— marks an important moment in the evolution of European regulation, at a time when service demand offerings have matured and where consumer practices, especially among young people, are changing very rapidly. This article provides a critical first reading of this proposal, which contains interesting developments but also marks the limits of ambition and regulatory capacity of the European Union. It also offers some considerations on the impact this could have on Brexit, the revision of the Directive, and its future implementation.