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.

This video is presented with the support of the Austria Press Agency APA.

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.

'Must disappoint some'

With Amazon Prime, not only RTL Group has a major competitor. Christoph Schneider, Managing Director of Amazon Digital Germany, was convinced that Amazon Prime offered the broadest range. Although the focus is heavily on series, film is an equally important component; and in the future one will increasingly rely on sports documentaries, for example. When asked about the data streams aggregated by the viewing and e-commerce behavior of the users, Scheider said: “Of course we have a lot of customer data,” which means that we can offer an ever better offer. "Still, I have to disappoint some: creative ideas do not come from data, but rather the best ideas of the great creative minds."

'Give the boys a voice'

One platform that unites many (actually an unlimited number of creative minds) is Youtube. For Andreas Briese, Director YouTube Content Partnerships at Central Europe YouTube, it is the “window to the world”, and not during lockdown time. It is a mirror for what is happening in the world and at the same time a stage. You have a large reach and great impact, "the creative people understand that". And: "We give the young a voice." Above all, the open monetization model pays off here. In addition, more and more media companies are getting involved on YouTube. "I am optimistic that this will also apply more and more to Austria," said Briese. The platform is working to broaden the revenue base for its partners and to simplify the production and uploading of content. “And we want YouTube to remain secure.” According to IPG Mediabrands, the platform is the safest social media company, “but that is no reason to rest”.