The addition of subscription services Maxdome and Eurosport Player to Joyn, the free streaming platform and joint venture between ProSiebenSat.1 and Discovery, is an interesting strategic move as the overall content offer appeals to two very separate audiences, potentially helping the service’s growth. There is currently very little overlap between the two services in Germany. Of those who subscribe to at least one of Maxdome or Eurosport Player, only 6.1% of consumers take both services while 22.3% take only Eurosport Player and 71.6% subscribe only to Maxdome.
The value of Maxdome and Eurosport Player comes from the range of content on offer added to Maxdome’s locally-produced titles which form the core of the platform. With 2,342 German titles on its service, Maxdome currently has more than six times the amount of local content of Netflix (359 titles), and nearly five times the amount on Amazon Prime (508 titles). Local content has been a strong differentiator for Maxdome in the German market.
Eurosport Player owns the rights to a variety of more niche competitions, from the Tour de France to the Australian, French and US Tennis Opens. However, it is also home to three of the top ten most attractive sports that German consumers are willing to pay for. Fans are able to watch a selection of Bundesliga matches (20.2% of Germans are willing to pay to watch), the Winter Olympics (3.4%) and the Summer Olympics (2.9%). As Joyn adds both platforms to its service, the appeal of its content and the divergence of the new additions' audiences can only be a good thing for ProSiebenSat.1 and Discovery.