Of Costa Ketsietzis
The online subscription platforms that claim a place in the preferences and the wallets of Greek viewers are increasing.
The most recent arrival in the pay-TV game is the ANT1 + platform, which starts its commercial operation today.
In about two months, however, one of the heaviest names in the international market, Disney +, will soon start its presence in Greece, and soon HBO Max will follow. But domestic telecommunications providers Cosmote, Vodafone and Wind-Nova are also preparing new moves.
If the Amazon Prime and Apple TV services are added to all of them, then it is clear that a saturation scenario is being created in the pay-TV market.
Of course, as they note in Capital.gr Market players The penetration of pay-TV in Greece is low compared to other developed countries.
Which means that at least in theory, there is still room to increase subscription pie. Of course, it is enough for Greek households to be willing to increase the monthly amount they have for their home entertainment.
“Pirates” and taxes
In this area of ​​increasing competition, there are two factors that, according to market sources, create significant distortions. One is “piracy” and especially the so-called “boxes” (android boxes) which install illegally organized circuits offering access to subscription platforms. Market sources estimate that there are more than 300,000 installed android boxes in the country.
The second factor is taxation. Greek pay-TV platforms are charged a special tax of 10% on the monthly bill.
The tax is suspended until June 2022, but has not been abolished. On the other hand, foreign streaming platforms that offer pay-TV services in Greece are not subject to any taxation.
The entry of ANT1
The Antenna group subscription platform will seek its space. ANT1 + starts today with an introductory price of 4.99 euros per month for the first three months and then the subscription is set at 7.99 euros per month.
The new subscription platform has agreements with foreign production companies for the screening of films and series, as well as a rich video library. However, the burden falls on the Greek content and especially on ANT1 productions that will be shown exclusively on the subscription platform.
The beginning will be with the series “Serres” by George Kapoutzidis, while during the year will follow other series such as “The Bridge” which is evolving in parallel in Greece and Turkey.
So far, the group’s plans for sports content have not become known, which is a key advantage of Greek subscription platforms, compared to the multinational video streaming giants.
The Antenna group has secured the rights to the 2022 World Cup but it is not yet known whether the matches will be broadcast on a subscription channel or whether ANT1 + will have the necessary number of subscribers to be able to broadcast the matches.
Disney + and HBO Max
The competition will intensify further on June 14 when the Disney + debut takes place in our country. Walt Disney’s streaming service comes with a monthly subscription of 8.99 euros, while the possibility of an annual subscription with 89.90 euros is also offered.
Disney + will offer thousands of Disney, Pixar, Marvel, Star Wars, National Geographic titles and general entertainment content, with the latest productions from 20th Century Studios, Disney Television Studios, FX and Searchlight Pictures.
HBO Max will be available in our country in the coming months. Warner Media has already staffed its office in Greece and it seems that everything is ready for the subscription platform that will offer content from Warner Bros. and the HBO, DC and Cartoon Network channels.
Also, given that it will be followed in other European markets, the new Warner Bros. movies will be available through the platform, 45 days after their release in cinemas.
The strategy of telcos
In this context, telecommunications providers are preparing new moves to cope with the growing competition. The strong point of Cosmote TV and Nova is the sports content, which is not provided by the international platforms, but also which is a key factor in attracting corporate customers such as cafes, restaurants, OPAP agencies, who want to promote the games for their customers.
Cosmote TV closed in 2021 with 624,195 subscribers, while its streaming service has exceeded 350,000 households. The sports content includes events such as the Super League (s.s. has the rights to broadcast the home games of AEK, Apollon Smyrni, Volos, Ionikos, Lamia, OFI, Panathinaikos and Panetolikos) and the Greek Football Cup, as well as UEFA Champions League, UEFA Europa League and UEFA Europa Conference League.
Cosmote pay-TV has also expanded its options to series and movies through deals such as the one with Paramount, which includes the broadcast of popular series from the major national networks of CBS, SHOWTIME, CW, etc., as well as the streaming service Paramount +.
An agreement was recently reached with BBC Studios that includes more than 45 hours of new series and new series on A ‘television.
Nova is also preparing new moves, which is in the process of merging with Wind, with the main tool being the EON platform of the parent United Group.
Nova has placed special emphasis on sports content by promoting the home games of Olympiacos, PAOK, Aris, Astera Tripolis, Atromitos and PAS Giannina for the Super League as well as events such as La Liga, Bundesliga, and Ligue 1.
According to the latest official data, Nova had about 318,000 private subscribers in Greece and Cyprus, while Wind Vision subscribers are estimated at 80,000.
Vodafone follows a different strategy, based on strong alliances.
According to information, Vodafone Greece is very close to agreements, both with WarnerMedia and Walt Disney for the promotion of HBO Max and Disney + through Vodafone TV, with a single subscription.
Essentially, Vodafone Greece follows the example of Vodafone Espana, which offers the HBO Max subscription platform through Vodafone TV as HBO’s exclusive partner in Spain.
Read also:
– Disney + and HBO Max change the game on pay-TV
Source: Capital
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