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Streaming battle: who will be the king of screen entertainment?
The article highlights the development of the streaming market since the 2020 pandemic and discusses the challenges for providers like Netflix.
Streaming battle: who will be the king of screen entertainment?
The game is changing in the digital jungle of streaming services. Five years after the start of the pandemic, which boosted the streaming business, the days of carefree growth rates for providers like Netflix are over. Many providers do not break even; The competition for the best content is getting tougher. In a recent statement, the renowned German filmmaker Wim Wenders criticized the greed of the streaming platforms, which claim all rights to the content produced. "What do you want to do with the content? After the evaluation, they are all put in a large crypt, and many are then dead forever," Wenders told the German Press Agency.
The Mipcom event in Cannes made it clear that broadcasters and streamers are increasingly competing for the same formats. “Everyone fishes in the same pool,” said Jens Richter from Fremantle. But the fight for the best content is already showing initial results: the previous clear boundaries between classic television and streaming services are increasingly blurring. Amazon and Netflix are now also relying on advertising and live broadcasts, while traditional TV broadcasters are expanding their streaming offerings to attract new viewers.
Netflix and its challenges
Netflix is struggling with a total debt of $16 billion and has for months pursued a strict strategy against sharing passwords across households in order to attract new subscribers. The company plans to produce even more content itself, but remains true to the principle of not selling successful series to other platforms. At the same time, Netflix is showing new pricing models with a starting price of just 4.99 euros per month for the ad-financed version, which is aimed at a broader target group.
The survey on video usage shows that traditional television consumption remains strong. The TV sector still holds the leading position in terms of viewership with 77 percent. Experts like Wolfgang Struber from RTR-Medien support the assessment of a co-existence between TV content and online alternatives, which could offer both forms of media a place in the media mix without either disappearing.