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YouTube Primetime Channels: Google steps into European subscription video

20 June 2023
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Launched in Germany two weeks ago, the à la carte service Primetime Channels broadly competes against Apple TV, Amazon's Prime Video Channels and pay-TV operators like Sky. The wide reach of YouTube provides marketing support.

Google probably sees an opportunity in the fragmented and uncertain German market—but it will eventually roll out Primetime Channels elsewhere in Europe.

Google’s exclusive NFL rights is the content engine for Primetime Channels in the US. The launch in Germany makes it more plausible that Google might bid for premium European football rights such as the Premier League.

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Google will likely deploy a similar strategy in Europe, eventually competing with Sky, Canal+ and other incumbents—a hopeful development for football leagues.

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Access report

  • Google and the NFL: YouTube steps up video subscription aggregation

    3 January 2023

    In a transformative upgrade of its content subscription offering, Google is buying the rights to live Sunday NFL games for $2 billion per year for 2023-2031.

    YouTube can leverage its massive reach to challenge existing video aggregators, including pay-TV platforms and Amazon, as a gatekeeper to consumers.

    Google will likely deploy a similar strategy in Europe, eventually competing with Sky, Canal+ and other incumbents—a hopeful development for football leagues.

    Access report

  • Amazon and Prime Video: Another marketplace to control

    5 May 2023

    Prime Video is a vital, freestanding component of Amazon’s sticky and fast-growing Prime subscription bundle—but it is also the key cog in the company’s overall video marketplace strategy

    With the Prime subscriber base and Fire TV operating system driving scale, Prime Video and the ad-supported Freevee guarantee traffic, foster competition and maintain quality—ensuring leverage to deal with suppliers

    However, the entertainment platform market is fiercely competitive and video is different from socks: content can’t be commoditised, meaning that Amazon must allow third-party brand building

    Access report

  • Reach without reward: broadcasters and social media

    5 June 2023

    As younger viewers continue to migrate from linear TV to online video-sharing platforms, engaging with the audiences on these platforms is no longer simply an opportunity, but a necessity.

    However, this ecosystem offers broadcasters limited monetisation opportunities, reduced audience data and worse attribution than the more lucrative broadcast TV model.

    In this fragmented media landscape, broadcasters must maximise their digital reach and exploit incremental revenue opportunities, although linear channels and owned-and-operated platforms will continue to provide the bulk of revenues.

    Access report