Swedish Streamer Offers Germans Stand-Alone Premium TV Content

  • Magine offers programming from Nickelodeon, Cartoon Network
  • Germany among fastest growing pay-TV markets in world

Magine AB, the Swedish live-television streaming service, has started offering its 2 million German users stand-alone programming for kids and film buffs for 2.99 euros ($3.33) a month, with an array of shows from networks including Nickelodeon, Cartoon Network, and Sony Entertainment.

From Thursday, Germans who stream live and on-demand content via the cloud-based application can access channels offering film, TV series and children’s content without having to subscribe to a larger package of channels, according to Chief Executive Officer Ambuj Goyal. Most other providers require viewers to take on various packages to view premium content, he said. 

“For viewers this means they don’t have to take on channels they will never watch, just get access to the ones they will watch,” Goyal said. “For the content providers this gives them a bigger addressable audience while boosting viewers.”

Magine, with services in Germany, Scandinavia, the U.K. and Thailand, has raised about 60 million euros ($66 million) from private investors. The service eliminates consumers’ reliance on a set-top box or satellite dish and offers on-demand and live broadcasts from any Internet-connected device.

Germany, Magine’s largest market, is one of the fastest growing pay-TV markets with only about 20 percent of the population paying to watch shows, compared with about 90 percent in the U.S. Sky Plc and Amazon.com Inc. are working on original productions in Germany to boost their own subscriber figures while Netflix Inc. is mulling its own local series.

Goyal said Europe’s pay-TV market is growing faster than in the U.S. while the rights to content are also cheaper.

Web providers, broadcasters and Internet companies are also looking for ways to offer more flexible TV viewing to attract younger users who want on-demand TV that’s available on different devices. About 38 percent of Magine’s German registered users don’t have a TV.

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