Antenna Group, the international media and entertainment company, has launched an SVOD service in Greece. Dubbed The ANT1 Next, the streaming service hopes to climb to success by doing two things, creating more flexibility in the way viewers consume content and offer local content that bigger SVODS, like Netflix, often neglect.
“In the smaller markets where there will generally be one key service that people go to,” Tariq Syed, ANT1’s managing director of digital assets, told DigitalTVEurope. “We’re programming our service with local content. Netflix is a higher price and has a non-local portfolio.”
After testing Greece’s market with a TVOD service last year, the company decided that despite the economic hardship the country was experiencing, it was the right time to launch the service.
“With the economy, and low pay TV penetration, there isn’t an established propensity to pay for content, so we didn’t know if it was the right time, but we decided to test the market,” said Syed. “Free-to-air is around for the long term, but we think [on-demand and streaming] will be the future at some point. We wanted to get in early.”
ANT1 Next, which rolls out today for a monthly fee of €2.99, joins Malaysia-based iflix, Hungary-based MoziKlub, Russian-based ivi, and the many other international OTT services that are trying to capitalize on the growing global trend that is SVOD.