Study: Turning content dollars into audience - Page 20

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

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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.