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Market Insight

ProSieben has closed MyVideo platform

October 04, 2017

Max Signorelli Max Signorelli Research Analyst – Home Entertainment, IHS Markit

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German media giant ProSiebenSat.1 has closed down its online entertainment platform MyVideo. Since its launch in 2006, MyVideo’s offerings have gone through various iterations and have included music, movie and video game news as well as both paid and free to view online video content.  At a time when YouTube did not have significant presence in Germany due to a dispute with local performance rights organisation GEMA, MyVideo acted as a precursor for user generated content and hub for music videos. As the restrictions on YouTube were relaxed however, MyVideo moved away from free video and music and into professional content, some made especially for MyVideo.

By the end of MyVideo’s life, only the video game and movie news and transactional online video store remained. At this point, most of said store offerings redirected users to the maxdome store, ProSieben’s alternative transactional online video platform that is now also where attempting to access the MyVideo domain links.

Our analysis:

MyVideo’s offerings have varied significantly throughout the years, acting as various hybrids of news, user generated video, advertising funded and transactional video platforms. In May 2016 however, a website revamp turned MyVideo into an intermediary step between users and the maxdome store. Unable to compete with a restored YouTube, MyVideo removed its previous advertising funded video on demand, livestream and music video offerings and its other news and trailer aspects were left to act as what it called a premium content discovery platform.

ProSiebenSat.1 has clearly been focussing on maxdome as its core video on demand platform for some time but the service is supposedly still struggling to turn a profit in Germany’s relatively underdeveloped online video market. Despite the subscription offer reaching one million subscribers this year, the transactional store having one of the largest content libraries available and profitability expectations by ProSiebenSat.1 CEO Thomas Ebeling, maxdome has remained unprofitable for 2017. ProSiebenSat.1 is clearly hoping that a focus on maxdome and the consolidation of any former MyVideo customers and video resources will help to bolster and grow this main offering against the competitors.

It has been a long and varied road for MyVideo but it is unlikely then that German consumers will greatly miss it at this point and ProSiebenSat.1 is unlikely to lose customers to what is more or less a simple drop of interface. The parent company has held onto the brand rights for MyVideo but if anything will be done with it remains to be seen. In the meantime, focus on maxdome’s growth will continue to cement its place in the German online video market.

Organization
ProSiebenSat.1
Research by Market
Media & Advertising
Category
Digital Media
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