Joyn and TV Now, as local German streaming
providers, reveal differences in their devel-
opments. TV Now has higher growth figures
for both audience size and content spending:
With an increase of almost 65%, its audience
growth is the second largest of all players
included in this study. This high figure can be
linked to increased spending on content, which
totals approx. 38% for TV Now.
By comparison, Joyn's audience growth is less
than a quarter of TV Now's, while its content
spend is up 23%. However, the spending on
digital content for Joyn cannot be separated
20
Looking at the distribution of original vs. licensed content, we can see that offering original content only does not lead to success, as the example of AppleTV+ shows. It has been offering a mere
12 titles, all of them produced originally, but the audience does not seem convinced by this
business model. Since the number of overall titles is very limited, we can assume that potential
subscribers are looking for a streaming library that includes a wide variety and a large breadth and
depth of content offered. In comparison to AppleTV+’s 12 formats, Netflix, for example, offers over
15,000 titles. It is therefore logical to conclude that consumers need a larger selection because they
look for new content every week.
from the spending on linear content for
ProSiebenSat.1; an accurate split might reveal
slightly different numbers. Still, even though the distributed content is largely the same on both media channels, the audience is clearly
shifting to the digital side. Both ProSieben Sat.1
and RTL show decreases in audience growth,
while their respective streaming platforms
attain growth rates above 10%.
Lastly, the public channels represented by ARD
and ZDF are not experiencing any significant growth, whether in audience numbers or in
content spending.