YouTube is mainstream
Streaming mainstream competition
Video-on-demand services are vying for the favor of viewers. How the Mediengruppe RTL wants to score points as a media “veteran” with local streaming offers, to what extent Youtube wants to be a “window to the world” and increasingly also a contact point for Austrian media companies and where Amazon Digital does not bring anything even with the largest amounts of data.
While Amazon and Youtube are comparatively younger players in the global media market, RTL Group is more of a moving image veteran in German-speaking countries. Henning Tewes, COO Program Affairs & Multichannel at Mediengruppe RTL Deutschland and co-managing director TV Now, recalled that they entered the streaming business as early as 2007. Finally, at the end of 2018, the TV Now streaming platform was relaunched. “Ultimately, you are perceived through content,” Tewes summed it up, with TV Now as is well known, relies heavily on locally produced formats. However, international productions are also relevant.
RTL is "home-bound" in streaming, but Tewes referred to fast-food chains at the Austrian Media Days, which for their part are adapting their global concept to these in the individual markets. Finally, Tewes also brought up the “Content Alliance”, an alliance established by Bertelsmann in 2019 with the aim of developing and marketing common formats across departments and thus creating comprehensive offers for creative people. With increasing fragmentation, this would allow users to find their way more easily.
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