Deutsche Telekom ramps up original content production
Deutsche Telekom, the largest telecommunications provider in Europe, has announced a new strategy to produce and distribute original content across its platforms. The company aims to create more than 100 hours of exclusive programming per year, focusing on genres such as drama, comedy, documentary and reality.
The move is part of Deutsche Telekom's vision to become a leading provider of converged services, offering customers seamless access to high-quality content, connectivity and cloud solutions. The company also hopes to attract and retain subscribers by offering them exclusive and personalized content that caters to their preferences and interests.
Deutsche Telekom has already invested in several original productions, such as the German series \"Germanized\", the Hungarian thriller \"AranyÃlet\" and the Croatian comedy \"The Paper\". The company also plans to co-produce content with international partners, such as Netflix, HBO and Amazon Prime Video.
\"We believe that original content is a key differentiator in the competitive market of telecommunications and entertainment. We want to offer our customers the best content experience possible, whether they watch it on our TV platform MagentaTV, on our streaming service MagentaMusik 360 or on their mobile devices,\" said Michael Hagspihl, head of consumer at Deutsche Telekom.
Deutsche Telekom's original content offensive comes at a time when the global demand for streaming content is soaring, especially due to the impact of the COVID-19 pandemic. According to a report by Grand View Research, the global video streaming market size is expected to reach $184.3 billion by 2027, growing at a compound annual growth rate of 20.4%.
Deutsche Telekom is not the only telecommunications company that is venturing into original content production. Other players, such as Telefonica, Orange and Vodafone, have also launched their own content studios and platforms, aiming to diversify their revenue streams and strengthen their customer loyalty.
However, Deutsche Telekom claims that its original content strategy is different from its competitors, as it focuses on quality over quantity, local relevance over global appeal and customer-centricity over mass-market. The company also says that it has a unique advantage in terms of data and analytics, which allows it to understand and anticipate the needs and preferences of its customers better than anyone else.
\"We are not just producing content for the sake of producing content. We are producing content that matters to our customers, that reflects their values and aspirations, that inspires them and makes them happy. We are producing content that is made for Magenta,\" said Hagspihl.
Deutsche Telekom's original content strategy is also aligned with its broader vision of becoming a leader in sustainability and social responsibility. The company says that it is committed to producing content that promotes diversity, inclusion and positive social impact, as well as reducing its environmental footprint and supporting local communities.
\"We are not only a telecommunications company, we are also a media company. And as a media company, we have a responsibility to use our platforms and influence for good. We want to create content that makes a difference in the world, that educates, empowers and entertains our customers and society at large,\" said Hagspihl.
Deutsche Telekom's original content offensive is expected to boost its customer base and revenue in the coming years. According to a report by PwC, the European pay-TV and video-on-demand market is projected to grow from $36.9 billion in 2019 to $42.5 billion in 2024, with Germany being the largest and fastest-growing market in the region.
\"We are confident that our original content strategy will give us a competitive edge in the market and create long-term value for our customers and shareholders. We believe that Magenta is more than just a color, it is a lifestyle. And we want to share that lifestyle with our customers through our original content,\" said Hagspihl. aa16f39245