ZDF Studios operates across three main genres: drama, junior, and unscripted, regarding the acquisition and distribution of its catalog of originals, coproductions, or third parties. Linette Zaulich, Manager of Unscripted for VoD & B2C Channels, is at the forefront of the area, overseeing FAST channel strategy and ensuring content reaches audiences through multiple platforms.
Offers and indentify content within the German market differs significantly from international sales, explained Zaulich during an interview. ‘We’re lucky enough to have the ZDF brands, which are well-known and sought-after for FAST channels’. However, aligning with the broadcaster’s strategy remains crucial in the domestic market. ‘We have to ensure that our approach complements the public broadcaster’s interests’.
Internationally, the company has more flexibility. ‘I have the freedom to monetize across different platforms—AVOD, FAST, SVOD—without limitations’, she said. However, global markets present a different challenge: ‘We don’t have a vast pool of established brands outside of Germany, so we focus on building them from scratch’.
The role of technology in content monetization
One of the major shifts in content distribution is the increasing role of operating systems and device platforms. ‘FAST is a symptom of a movement towards the device’, Zaulich noted. Traditional broadcaster-driven content acquisition is giving way to a more platform-centric approach. ‘We’re no longer just selling content to TV networks. Now, platforms embedded within operating systems—whether on smart TVs or mobile devices—play a huge role in content discovery.”
Understanding these algorithms and how content surfaces on different devices is now a critical part of distribution strategy. ‘With so many platforms available, discoverability is everything’, she added.
Avoiding market cannibalization
As streaming options expand, there is concern about whether multiple platforms could cannibalize each other. Zaulich believes that while it’s a factor to consider, the impact is often overstated. ‘We need to ensure that our FAST channels don’t interfere with the linear service of the broadcaster. But what we’re seeing is that FAST often reaches new audiences who wouldn’t necessarily use the broadcaster’s catch-up service’.
Moreover, audiences tend to remain within the ecosystem they are accustomed to. ‘People invest in additional channels within their preferred platform rather than constantly switching between services’, she observed.
While FAST has seen immense growth in the U.S., Zaulich doesn’t expect the same level of expansion in Europe. ‘In the U.S., FAST has reached its peak because of the fragmented nature of the broadcasting system’, she assured. ‘In Europe, public broadcasters are much more established, so FAST will complement existing services rather than replace them’.
That said, the format is growing in Germany, France, Latin America, and even MENA. ‘Every market requires a different approach’, she noted. ‘What works in one territory may not work in another, so we have to adapt our strategies accordingly’.
The importance of localization
Localization plays a significant role in ZDF Studios’ international strategy. ‘The German-speaking market requires localized content’, Zaulich emphasized. ‘And with so many languages in Europe, adapting content is essential’.
Some regions, like the Netherlands and MENA, are more accustomed to subtitles, but others demand full dubbing. ‘We assess whether it makes sense to localize a full package or start with a smaller test’, she said. The company is also exploring AI dubbing to make localization more cost-effective.
In fact, ZDF Studios takes a calculated approach to entering new markets. ‘We prefer to launch with non-exclusive packages and smaller partners’, mentioned, citing that company’s early collaboration with Pluto TV in Germany in 2019 as an example. ‘Back then, my finance team thought it wasn’t worth it. Now, no one questions it anymore’.
Beyond viewership numbers, the company evaluates audience behavior on different platforms. “Content that works on one channel may not work on another. It’s all about experimenting and learning what resonates.”
Social media as a conversion tool
Social media platforms, particularly TikTok and YouTube, have become essential in driving audience engagement. ‘We’ve seen a direct correlation between viral TikTok clips and increased YouTube views’.
She also highlighted a viral TikTok post about the Freemasons, which generated thousands of comments and significantly boosted views of a related documentary on YouTube. pIt’s not just about repurposing content—we produce specifically for TikTok to maximize engagement’.
Community management plays a vital role in this strategy. ‘When we had a viral TikTok on North Korea, our documentary hit one million views in a month. That wouldn’t have happened without active engagement from our social media team’.
