More and more Germans prefer online broadcasting rather than watching classic linear TV. The choice of individual services is the decisive argument for or against it. But how do streaming providers determine what content can be seen in their media library?
Broadcasting is increasingly replacing traditional linear television. During the Corona pandemic in particular, more streams were streamed than ever before – but even before that streaming competition was tough. There are more and more well-known service providers in the market. So in times when the overall package has to be true and when simply offering as much content as possible is not enough, it is becoming increasingly important to decide what type of content is actually offered to subscribers.
Who streams what, is it also available on another platform, and what movie and series should you totally watch? TECHBOOK asked streaming providers what criteria they use to group their shows and what is particularly important to them. Amazon Prime Video, Joyn, RTL+, and Sky WOW responded.
Streaming service providers are increasingly relying on originals
Most streaming services now rely on three pillars: in-house production – the so-called originals – exclusive purchased titles and non-exclusive purchased titles. The backbone of the originals is becoming more and more important, as this original content can be seen exclusively from the respective provider and is a high builder of the brand. The design processes for these three pillars are quite similar across all services.
To this end, Joyn and RTL+ work closely with those responsible for the TV programme, as the content is also shown on line TV by stations in their group. We also collaborate with other broadcasters to obtain licenses. There is much less pressure on streaming services than on TV shows. There is competition among target groups that have accumulated over the years in terms of ratings on television; In Joyn and RTL + one are still more free in this regard.
This also opens up entirely new creative possibilities for assets. In this way, free areas in particular can be filled with new and sometimes experimental content for a younger target group and other media such as social networks can also be included.
On the other hand, in Sky and Amazon, which generally operate internationally, there are national creative teams. It is important for broadcast providers to develop more German formats for the German market. We’ve already noticed this development in recent years with series like “Dark” on Netflix or “Das Boot” on Sky. The highest quality standards will be applied; German productions must not be inferior to the great American productions.
Above all, Sky and Amazon have also pointed to sports, both live and in the media library, as another important pillar. The fact that Joyn and RTL+ are now also showing individual sports events shows the interest in this approach. Here, too, the requirements of the market and target groups are closely monitored, so that in Germany, for example, a lot of football is played, the number one popular sport.
The target group is the king
All streaming services conducted by TECHBOOK have emphasized that customer feedback is taken seriously when selecting new series and movies for the programme. There are very different systems. At Amazon, for example, a user’s specific star rating decides whether or not a series will continue. Other services don’t offer a comparable rating system, but Joyn, for example, currently creates interactive formats like “Knossis Kingdom”. In this game show, viewers can influence the show’s design by voting.
In general, live broadcast providers are clearly focused on a younger target group. This is in the nature of the medium, as people between the ages of 14 and 34 use video streaming services. Young viewers can also create a direct business relationship.
Series are weighted higher than movies
According to the middle target group and also the younger ones, the overall weighting of broadcast providers when choosing programs is more towards the chain. These films have a longer half-life than films and are usually less complex to produce than individual episodes of the film. In addition, this lasts an average of two hours, while the series lasts longer even with only one season. Users return to the streaming service often to watch individual episodes of the season. Accordingly, all of the broadcast providers surveyed clearly rely on the sequential narrative of the originals being named the most important.
For example, Amazon Prime Video started producing its own series in 2013, but the first movie didn’t follow until 2015. The first original German movie “One Night Off” came out only last year. It is similar with others. So far, Joyn has focused solely on series, shows, and multi-part documentaries for his originals. In RTL+, the feature-documentary film to be published in 2021 faces a much larger scope than series such as “Sisi” or “King of Palma”. Also in Sky, the list of self-produced series is much longer than the list of films.
Are we getting more bundled broadcasts?
Recent surveys, such as those by market research institute Nielsen, all paint a clear picture. Despite all the positive developments in the streaming market, users are increasingly getting confused by the growing range of different streaming services. This results in a desire for bundled offers where you can use many services.
Broadcast providers are reacting to this more and more. Sky, for example, now offers a bundle with Netflix, among other things. Other services could go in this direction in the future.