Campaign details
Brand: ARTE Deutschland TV GmbHAgency: Universal McCann DeutschlandRegion: EMEA
Strategy
Objective
The TV market is highly competitive, and the situation is increasingly intensifying. Users have been moving from 'push' to 'pull' for years to satisfy their individual needs. Streaming services are capitalizing on this trend and challenging linear channels for viewership.
ARTE, as a content provider, faces this intensified competition alongside many others. The situation is reflected in the decline of regular viewership. However, there is significant interest in culture among the younger audience, which presents growth potential.
In a time when TV...