The focus for maxdome is now on Germany and Austria, with expansion not on its immediate agenda, according to Filmon Zerai, the company’s COO and MD.
Speaking in a fireside chat at the Connected TV World Summit, he added that its exclusivity strategy would not change, though at the same time there are certain platforms where it is important just to be present.
Zerai said that maxdome is probably one of the oldest SVOD services in the world, having been launched eight years ago. Its pay VOD proposition consisted of three business models, namely SVOD (maxdome), TVOD/EST (maxdome store) and PPV Events (maxdome live).
Commenting on SVOD household penetration in Germany, he said that the figure of 3% in 2014 – low, compared to the US (43%) and UK (34%) – has notable growth potential and should exceed 10% in 2018.
Zerai added that although the German SVOD market is currently a heavy US series driven business, this could change in the future.
He also said that ProSiebenSat 1-owned maxdome saw its SVOD subscriber base grow by 92% in 2014.Its total user base grew by 71%, while total video views were up by 154%.
