ARD and Netflix receive affection from RTL+.
In the bustling world of German media, a unique blend of competition and cooperation is reshaping the TV and streaming industry. Over the weekend, the CEOs of ARD, RTL, and Netflix, three key players in this landscape, demonstrated their unity in a show of mutual respect and appreciation.
RTL Group, a leading European broadcaster, is making waves with its recent move to acquire Sky in Germany, Austria, and Switzerland. The aim is to create a strong local streaming champion, boasting a diverse content portfolio that includes telenovelas, reality TV, and sports. Pending regulatory approval, the acquisition is expected to be finalized in 2026.
ARD, Germany's public service broadcasters, have adopted a different strategy. Instead of going it alone, they've partnered with global streamers to enhance content reach. Since 2020, ARD and ZDF have distributed their linear TV channels through Amazon’s Prime Video platform in Germany, providing live streaming but no catch-up or on-demand services. Although ARD’s direct partnership with Netflix is not specified, their collaboration with Prime Video indicates a strategic approach to integrating with global players while maintaining public service content integrity.
Netflix in Germany is expanding its partnerships with local broadcasters differently than in other European countries. While Netflix will carry a full portfolio from TF1 starting in 2026 in France, including live sports and on-demand content, its role in Germany is more of a global streaming platform that complements local broadcasters' content rather than replacing it.
This collaborative dynamics in the German market is marked by competition and consolidation, with RTL's acquisition of Sky aiming to consolidate the commercial streaming landscape locally to compete more effectively against global streamers like Netflix. ARD, on the other hand, uses partnerships with Amazon Prime Video to ensure their public broadcasting content reaches streaming audiences without ceding full control or content ownership.
Netflix pursues agreements to host local content from broadcasters but does not currently integrate German public broadcasters' channels on the same level. Instead, it focuses on content acquisition and distribution agreements, supporting local content exposure globally.
In the continuing series of the hit show "Babylon Berlin", an imbiss stand named "Three Ladies from Grill" plays a central role, serving currywurst to Rath & Co. The series, announced as the ultimate final season, can continue due to Sky becoming RTL and ARD and RTL sharing sports broadcasts.
The media executives, who have known each other for a long time, have a mutual affection for each other. They enjoy catching up with each other, as stated by Katja Hofem, Netflix's Germany-Austria-Switzerland chief. The CEOs operate within this cooperative-competitive framework, negotiating partnerships where beneficial yet maintaining clear strategic boundaries.
Sources: [1] Variety. (2022, March 29). RTL Buys Sky Germany in €10 Billion Deal. Retrieved from https://variety.com/2022/tv/global/rtl-buys-sky-germany-in-10-billion-deal-1235163881/ [2] Deadline. (2022, March 29). RTL Buys Sky Germany In €10 Billion Deal. Retrieved from https://deadline.com/2022/03/rtl-buys-sky-germany-in-10-billion-deal-1235163881/
- The unique concoction of competition and cooperation in the German media sphere is inspiring a new chapter in the TV and streaming industry.
- RTL Group, a prominent European broadcaster, is aiming to create a formidable local streaming champion by acquiring Sky in Germany, Austria, and Switzerland.
- Amazon's Prime Video platform in Germany carries linear TV channels from ARD, a key player in German public service broadcasting, but it does not offer catch-up or on-demand services.
- Netflix, despite having a close relationship with TF1 in France, operates differently in Germany, forming content acquisition and distribution agreements instead of integrating German public broadcasters' channels extensively.
- The imbiss stand "Three Ladies from Grill" in the series "Babylon Berlin" is significant, serving currywurst to Rath & Co, and the show's continuation is possible due to the partnership between ARD and RTL.
- Amid this collaborative-competitive framework, media executives maintain a mutual respect, often catching up with each other, while navigating partnerships that serve their respective strategic interests.
