By Tom Jahr, General Manager at NAGRA DVNor
I was recently joined by a fantastic line-up of panelists where we discussed the VOD explosion we're all currently seeing across Europe. In the webinar we discussed the sea of opportunity that exists for producers and creators as new distribution opportunities are created and consumers service stack subscriptions to create their perfect viewing experience. Built on a combination of local and international services, the market growth being seen shows that consumer demand remains as eager as ever.
The lower barriers of entry have created new opportunities alongside changes in proposition structure and market dynamics. If we look to the Nordic region in general, it's always been a barometer of change thanks to the region's appetite for foreign content, its ability to export Nordic content to other European countries and be an early adopter of new consumer propositions. One example being the HBOMax launch that came to the Nordics first in October 2021.
But let's also look at the content mix that today's subscribers are favouring. We discussed on the panel the growth of cinematic TV series and how, perhaps as a result of the forced cinema closures during the pandemic, appetite for this type of content has grown. Providing high-quality content split across six or eight episodes not only extends the engagement period with the subscriber but also allows consumers to binge watch a mammoth amount of content should they so desire - therefore creating new consumer behaviours too.
This has created a level of quality that we have not seen before on television commented Marie Nilsson of Mediavision. However, for continuous growth, the perspective needs to be broadened beyond drama to documentaries, entertainment and factual as this represents genres not currently as discovered by consumers. she continued. Commenting further, SFAnytime's Peter Ohman suggested this is just part of the cyclical process of consumption which is likely to revert in time and Lars Henriksen from True Content Entertainment added that with the absence of new releases over the last 18 months caused by the lack of production, a flood of content is hitting the market and will take a year or two for viewer behavior to stabilise.
When we look at this new catalogue of titles, it's clear that marketing, positioning and catalogue curation have key roles to play. We're all used to seeing retail outlets exhibit large point-of-sale marketing displays and as Norsk Filmdistribusjon's Svanhild Sorensen said marketing [in the digital world] has a key role in helping to shape customer behaviour - and supporting, value-add content such as featurettes are critical to promoting new local titles.
Lars then posed a key question, With nearly 5,000 streaming platforms to distribute content to and promote, how do you attract audiences given the limited space that exists to advertise your content as consumers fly past in their scrolling? On this, the panel shared some insight as to the best approach which of course involves a much broader effort than simply distributing the content. You really have to do the hard work and identify your audiences and then target them via social media but this does take time and extra effort that we're not used to Svanhild suggested. Peter Ohman agreed saying New skillsets are required to market content in highly competitive environments across platforms such as Instagram and YouTube alongside traditional media marketing. Each title or genre needs a slightly different formula to really target the audience otherwise you'll waste a lot of marketing time, effort and money he cautioned.
Our panel covered a multitude of topics and ideas and what made it fascinating for me was the different angles that were covered given the different areas our panelists represented across production, distribution and service providers. If you missed the webinar, I invite you to catch-up here and if you want to continue the conversation and hear how NAGRA DVNor can help you ensure you never miss a content delivery deadline again, please get in touch here or learn more here.
Europe Stories
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
15/04/2026
From immersive storytelling to laugh-out-loud comedies, podcasts are booming in ...
15/04/2026
Books have always moved with us, whether tucked in our bags or humming in our he...
15/04/2026
For many artists, independent venues are where music careers begin and fan communities take shape. Independent venue operators work hard every day to keep local...
15/04/2026
From gripping thrillers to poignant memoirs, the 21st century has had no shortage of unforgettable books. To celebrate the standout storytelling of our modern e...
15/04/2026
Vintage broadcast experts release second plug-in
Telsie T is the second plug-in to be released by SonicWorld, a German audio company who specialise in servi...
15/04/2026
Includes eight free UAD plug-ins
Universal Audio's latest bundle brings together a selection of their renowned plug-ins and virtual instruments, and is ...
15/04/2026
Maximum uptime for broadcasters: Rohde & Schwarz launches R&S BroadcastShield at...
15/04/2026
aconnic AG (ISIN: DE000A0LBKW6), Munich, announces the market launch of the ACCE...
15/04/2026
Wednesday 15 April 2026
Introducing Smart Home from Sky, a simple way to stay c...
15/04/2026
Wednesday 15 April 2026
The Burbs confirmed to return to Sky and NOW for a second season
Mystery-comedy series, The Burbs, will continue its exclusive resid...
15/04/2026
With new broadcast standards evolving all over the world and OTT streaming striving for the pole position in media consumption, both next-gen video and audio co...
15/04/2026
Harmonic's XOS Media Processor Delivers Exceptional Video Quality to More th...
15/04/2026
Five Decades of Box Office Intelligence: Comscore Celebrates 50 Years of Movie M...
15/04/2026
Two Cities Television and Keeper Pictures to produce six-part series in association with Screen Ireland for RT and ITV Studios
RT has commissioned Two Citie...
15/04/2026
RT 100
RT unveils The Signal' a specially commissioned 60-second film
...
14/04/2026
ToolsOnAir and Omnistream Bring Mobile SRT Contribution into Professional 24/7 P...
14/04/2026
Captures a trio of renowned polysynths
The latest software to join AIR Music Tech's extensive catalogue captures the sound of three sought-after polysyn...
14/04/2026
Free offering includes 10 powerful plug-ins
United Plugins have announced the launch of a new bundle that brings together 10 of their pro-audio plug-ins, an...
14/04/2026
Julian Coryell joins virtual session player line-up
Announced at NAMM 2026, Celemony's Tonalic kits DAW users out with real performances by world-class ...
14/04/2026
X-Rite Pantone Color Academy Grand Opening in Shanghai
On March 27, 2026, X-Rite Pantone, the global authority in color standards and color science, held the...
14/04/2026
14 Apr 2026
VEON and JazzWorld Receive Competition Commission of Pakistan Appro...
14/04/2026
Tuesday 14 April 2026
Nicola Coughlan and Aimee Lou Wood to host next two episo...
14/04/2026
Lead writer and executive producer Jack Lothian joins alongside lead director Je...
14/04/2026
Wuppertal April 14, 2026
Thomas Riedel Acquires Premium Manufacturer ARRIStrategic Alignment With the Riedel Group for Innovation and Growth
Thomas Riedel, f...
14/04/2026
New Service Simplifies Integration of AI Applications with Exceptional Reliabili...
14/04/2026
Luxembourg, April 14, 2026 - SES, a leading space solutions company, today annou...
13/04/2026
ToolsOnAir Composition Builder 2026 Boilerplate
More Details: The Composition Builder 2026 application for macOS enables TV stations and Live Event broadcast...
13/04/2026
ToolsOnAr just:live pro 2026 Boilerplate
More Details: just:live pro 2026 is a Multi-Channel Live Production Playout solution for video and static or real-ti...
13/04/2026
ToolsOnAr just:play pro 2026 Boilerplate
More Details: just:play pro 2026 is a Multi-Channel automated 24/7 Master Control playout solution with SD, HD and U...
13/04/2026
ToolsOnAr live:cut 2026 Boilerplate
More Details: live:cut is an option to just:in mac pro 2025 and enables multicamera production workflows for up to 16 cam...
13/04/2026
ToolsOnAir Just In Mac Lite NDI 2026 Boilerplate
More Details: The Just In Mac Lite NDI application is a streamlined media capture solution designed specific...
13/04/2026
ToolsOnAir Just In Mac Lite 2026 Boilerplate
More Details: The Just In Mac Lite application is a streamlined media capture solution designed specifically for...
13/04/2026
ToolsOnAir just:in mac pro 2026 Boilerplate
More Details: just:in mac pro is a macOS-based client-server multichannel capture solution to record SDI, HDMI, N...
13/04/2026
Intuitive EQ plug-in gets an upgrade
Following its official launch back in February 2026, Musik Hack's intuitive EQ plug-in has been treated to its firs...
13/04/2026
Flagship soft synth collection expanded
The latest version of UVI's flagship vintage-inspired soft synth collection has just arrived, expanding the suit...
13/04/2026
Free version of innovative string library arrives
Released in October 2025, Lux Orchestral Strings was said to be Sonuscore's most ambitious library to ...
13/04/2026
The Girls' Research Camp is part of the Technology - Future in Bavaria edu...
13/04/2026
Rohde & Schwarz transforms submarine communications for real time underwater dom...
13/04/2026
Rohde & Schwarz enables Pulsar signal simulation to support next-generation navi...
13/04/2026
The search for Ireland's newest country music star is live on Friday 17 Apri...
13/04/2026
Monday 13 April 2026
Global environmental action NGO WRAP brings recycling to l...
13/04/2026
J nger Audio has joined the EBU ADM Implementers Group (ADM-IG) as a founding me...
13/04/2026
FOX Latin America Announces The Launch Of The FOX Channel In Central America And...
By Tom Jahr, General Manager at NAGRA DVNor
