With the headwind from its US launch, promising buzz through marketing and previews, Disney+ will most likely see a positive start in the German market.
The proposition with its attractive pricing and clear, recognisable content portfolio will ease the first steps, writes German research company Veed Analytics in its veed beat report on the upcoming Disney+ launch in Germany.
However, to ensure substantial and sustainable growth beyond the launch buzz it is inevitable that Disney+ and other subscription video-on-demand (SVOD) services will partner with multi-channel video programming distributors (MVPD), as Disney already announced for the UK (Sky Q), France (Canal+), Italy (TIMVision) and Spain (Movistar), stresses the report.
It remains to be seen who this partner will be in Germany and how especially the content surfacing and bundling will look like. Deutsche Telekom recently confirmed that the telco is in talks with Disney+ regarding distribution on its MagentaTV platform.
Veed expects the market to see further SVOD launches from major studios and niche providers leading to an increased fragmentation on the service side while on the platform side mid-term consolidation is likely.
Consumers embrace choice and variety, but typically struggle to make ongoing product and content decisions and therefor content surfacing and bundling strategies are required to provide guidance and secure future growth potential.
At the same time, aggregators – both traditional MVPD platforms and the tech juggernauts – play a crucial role providing means for consumers to swiftly steer through the content and direct-to-consumer (DTC) proposition jungle, according to the report.
