at its own game by finding innovative ways to personalize the VOD viewing experience—even while bringing Netflix original content to their own platforms.
Nowhere has that been more clear than on its home turf. “Our originals are super important when it comes to brand building of the product,” said Wallestam. “It drives a lot of sales. It is local faces that our audiences can recognize.” She estimated that Viaplay will release more than 30 scripted originals in the coming year, in addition to its documentary and unscripted offerings. “We are still very happy that we have a strong library of content and strong acquired deals.
That decision acknowledged a reality that weighed over Monday’s proceedings. “We will not be able to compete with a Netflix, with a Disney on [scale],” said Butzen. The Telekom Deutschland exec noted that while original productions are part of the company’s content strategy, it’s an aggregator first and foremost. “We don’t see them as competition. We see them more as partners, giving the customer what he really wants and what he enjoys on one platform.
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