Subscription streaming video services have changed the way many American households view movies and TV with the growing content available on sites like Netflix and Amazon Instant. Now Germany’s largest video-on-demand service, Maxdome, owned by ProSiebenSat.1, expects to see their own market share decline as the two American streaming giants roll into the country. But it isn’t all bad news.
Amazon launched their Instant Video service in Germany back in February this year with Netflix following a few months later with a September launch. While the brand recognition of the two American companies is strong, Maxdome has so far held onto the top spot in Germany thanks not only to their localization but also well established deals already in place. In a few years though that may change.
In a recent interview, ProSiebenSat.1’s head of digital Christian Wegner accepted the fact that “it’s going to be Amazon, Netflix and us left a few years from now. We’re happy to give up some market share if it means the market grows.”
By 2018, the video-on-demand market is expected to become a 800 million euro ($1 billion) industry and Wegner predicts the breakdown will be a fairly even split between Maxdome, Netflix and Amazon Instant.