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TV Now, as a local streaming provider, also offers
some features that can be regarded as best
practice examples. In comparison to its direct local
competitors, it has a clear strategy of centralizing
all digital video content on TV Now. For example,
all of its online platforms are directly linked to TV
Now, automatically leading the user to the
streaming platform (e.g., going from RTL.de to TV
Now). This feature generates more clicks on its
streaming platform. Other providers like
ProSiebenSat.1 have a digital strategy that is too
diversified, i.e., offering digital video content on
various platforms like prosieben.de, maxdome, and Joyn instead of consolidating all video content on one main platform. Thus, potential paying
subscribers are not forced to watch the content on
Joyn, which lowers the chances of generating
further subscriptions in this way. Furthermore, TV
Now has developed a strategy to attract customers
by offering content online one week before its
official TV broadcasting date and making it
available to premium/paying customers only.
Therefore, regular customers can be
induced to subscribe to a premium
membership of TV Now. Lastly, TV Now
has entered strategic partnerships with,
for example, MagentaTV (TV service
offering of Deutsche Telekom). In this
collaboration, Telekom customers get TV
Now Premium for free for a certain amount
of time, which increases the probability of
them keeping the subscriptions in a paid
version afterward. One limitation, as
RTL/TV Now have come to realize, is that
the streaming platform is not regarded as
such but rather as the online library of RTL,
which may reduce the incentive to
subscribe to its service, since consumers do
not expect any other content than that
broadcast linearly on RTL. TV Now is trying
to take countermeasures by actively pro-
moting exclusive digital content.