It will also, says Enders Analysis analyst François Godard, position RTL as the “unavoidable” partner for streamers looking to launch, or expand, in Europe’s largest TV market.
“HBO Max is launching in Germany next year; they won’t be able to do it alone,” says Godard. “The logical move now would be for them to partner with RTL/Sky. Disney+ needs growth [in Germany]. Bundling with RTL would make sense.”
While RTL focused on the importance of the Sky deal for its German streaming business, Godard noted that the push to consolidate is also driven by competition in the advertising market. “The streamers have begun carrying ads, competing with the traditional broadcasters,” he notes, “and YouTube, of course, is a huge threat for them.”