Following up from our Chief Content Officer post a few weeks ago (Click here to recap), recent years have seen the SVOD market boom, with hundreds of services offering thousands of hours to consumers. From blockbuster movies to niche collections, the market offers a wide selection of programming, all in a few taps. The beneficiaries of the premium TV and booming SVOD market are the production houses, keeping a steady stream of fresh content available for the market players. Lumina takes a look at how the broadcasters and service providers are developing their content strategy.
The big names, Netflix and Amazon, are pumping more and more money into original programming to sustain their explosive growth. But for regional streaming services and broadcasters, their content strategy cannot live compete with high levels of original programming investment. Yet, iflix is beginning to explore original programming, but like the larger services, has the struggles of providing local content for all territories. Instead, Chief Content Officer at iflix, Sean Carey – who Lumina placed back in March – has already stated his intentions to develop original content that would serve specific markets, compared to Netflix’s more global approach to content.
For Australian SVOD service Stan, their programming plans are developed through the firm’s many partnerships. On a global level, the service has agreements with BBC, Viacom, Warner Bros, NBC Universal, and several Australian TV broadcasters. The service plans to get involved with more productions at an earlier stage and expand their original series collection from just 5% of their content.
Across the Pacific and the US is home to hundreds of premium programming services and Sundance TV is unique in its approach. The niche service has a remarkably high original programming, 40% funded themselves, and the rest of the content sourced from co-productions. Their partners have included Amazon and RTL for Deutschland 86 and BBC for Top of the Lake: China Girl.
Finally, premium cable channel, TNT, has been seeking out high-profile dramas, putting up the money for major co-productions with Netflix, BBC and ITV. Providing its customers with premium drama has led to executives looking worldwide and has them securing the full rights.
Whether its heavily investing in drama itself, creating shows for regions or developing global partnerships, the market is increasingly congested. To combat the competition, broadcasters and SVOD services are seeking out the very best content available. By developing a slate of the very best content, the attractiveness of the service or broadcaster becomes much greater, and originals are a great way to hook existing consumers into the platforms for longer.