ZDF Studios, the commercial subsidiary of one of Europe’s largest broadcasters, it’s currently exploring some actions into FAST segment, relying on a strategy of single-IP channels and pan-European partnerships. Linette Zaulich, Director Unscripted at the company, states that the format has proven effective at increasing brand visibility without negatively impacting other distribution lines.
The German company entered the FAST sector in 2019, serving as a launch partner for PlutoTV in Germany. Since that initial entry, the group has launched eight niche and single-IP channels across various platforms.
According to Zaulich, the company has also expanded its partnership with Samsung TV Plus to introduce more channels across several European territories. This expansion includes licensing content to numerous channels in both German-speaking and English-speaking markets.
Performance and content strategy
Regarding the performance of specific genres, the exec highlighted that single-IP channels—those dedicated to a specific show or franchise—have generated the most significant results. She cited Cash or Trash, Terra X, and Ice Pilots as the company’s biggest successes, noting that these properties have not lost momentum over time.
Crucially, the executive observed that the FAST model ‘doesn’t cannibalise any other distribution stream but increases the overall visibility of the brands’.
Despite the revenue growth, the ZDF Studios delaget argues that the ‘full potential has not yet been realised’ for the FAST sector. She pointed to the advertising market as an area with significant room for growth, particularly regarding technological advancements and personalization.
Regulatory uncertainty remains a factor; Zaulich noted that ‘regulations are still evolving’, leading the company to stick to its traditional licensing models for the time being.
Outlook on competition
Looking at the broader European landscape, Zaulich dismissed the idea of saturation or direct rivalry. ‘There’s no competition in the FAST world – the audience decides what niche it’s interested in’, she stated. She added that as the market fills with quality content, it creates more room for collective growth.
