The European broadcasters’ streaming platforms are proving to be formidable competitors to global streamers in terms of content depth, according to a recent report by research agency Glance presented at the TV market Mipcom in Cannes.
Frédéric Vaulpré, senior VP at Glance, highlighted the trend of “platformization,” where broadcasters are now embracing streaming services and vice versa. This convergence has led to a diverse range of content offerings, including live events, entertainment shows, and even digital publications, on platforms such as Auvio by Belgian broadcaster RTBF.
The business models of these streaming platforms vary, with some offering ad-free experiences, others incorporating advertising, and some providing subscription tiers like ARD’s 4.99 euros per month option. For public broadcasters like ARD, this subscription model allows them to monetize popular shows like “Tatort.”
One of the key strengths of public broadcasters’ platforms is the extensive catalog of content they offer, providing viewers with access to a wide range of programming. In the UK, for example, BBC’s iPlayer saw a significant increase in daily views, surpassing global streamers like Netflix, Prime Video, and Disney+.
Interestingly, the streaming platforms of broadcasters are attracting a slightly younger audience compared to their traditional linear services. While the average age of ITV’s linear viewers is 59, the VOD service ITVX appeals to a younger demographic with an average age of 51. This shift indicates a changing viewership landscape in the region.
Despite these advancements in streaming platforms, Western Europe continues to witness a decline in linear television consumption. Viewers are spending less time watching linear TV, with the UK averaging two hours and 20 minutes per day. Italy remains an outlier with three hours and 35 minutes of daily viewing, reflecting a stable trend from the previous year.
Overall, the evolution of European broadcasters into comprehensive content providers through their streaming platforms signifies a shift in the media landscape. With a diverse range of offerings and a growing audience base, these platforms are poised to continue challenging global streamers in the digital market.
