In competition with its US competitors, Amazon relies primarily on its own originals and, of course, on the subject of football. Prime Video Managing Director Dr. In conversation with teltarif.de, Christoph Schneider explains how the streaming service wants to position itself and what content is particularly well received by viewers.
Dr. Christoph Schneider is managing director of Amazon Prime Video Germany
Photo: Amazon Germany
teltarif.de: Dr. Schneider, is there actually someone in your personal circle of friends without a Prime subscription?
Dr. Christoph Schneider: Only a few more, but I’ll get them too (laughs).
teltarif.de: In any case, one could get the impression that the growth potential for Amazon in Germany is slowly being exhausted. And as a market leader, it certainly won’t be any easier for you in competition with Disney, Netflix and Co.
Dr. Christoph Schneider: But you’re wrong. The growth potential is far from being exhausted. There are broad viewers who have not yet opened up to streaming. As Germany’s most popular video streaming service, we see ourselves in a front position in order to get older viewers excited about the advantages of streaming, for example.
teltarif.de: A big plus for Prime Video is undoubtedly the Fire TV platform, on which your content is prominently presented. Fire TV is now also available as an operating system through partners such as Grundig. Are there any further collaborations pending?
Dr. Christoph Schneider: We’ll definitely look at that. But there is still nothing I can announce.
teltarif.de: What content are you currently accessing most frequently?
Dr. Christoph Schneider: We have just started a new German series – “Der Beischlfer” with the comedian Markus Stoll aka Harry G. The ratings are fantastic, our Prime members have overwhelmingly rated the series with five out of five stars. In addition, the enthusiasm for the documentary about the “football god” Schweinsteiger is great: Memories Great from the beginning to the legend that Til Schweiger produced exclusively for Prime Video.
teltarif.de: When it comes to Amazon Originals, however, there seems to be room for improvement when you compare the number of publications with Netflix, for example.
Dr. Christoph Schneider: We are not concerned with the number of blows, but with the quality of the content. Prime members have access to thousands of exclusive series and films on Prime Video. Our Amazon Originals are our hallmarks. When we produce a series or a film in Germany, it should reach as broad an audience as possible. The German Amazon Originals are our blockbusters, if you like. Whether “Pastewka”, “You Are Wanted”, “BEAT”, “Inside Borussia Dortmund” or now “Der Beischlfer” and “Schweinsteiger: Memories” – German Amazon Originals are among the most viewed content on Prime Video.
teltarif.de: One of the popular Amazon Originals is “Bosch” with Titus Welliver. For this production, Amazon works with Red Arrow Studios from ProSiebenSat.1. How did this cooperation go and are further projects planned?
Dr. Christoph Schneider: “Bosch” is our longest running Amazon Original series and has a loyal fan base all over the world. We really appreciate working with Red Arrow.
teltarif.de: What plans do you have for the Bundesliga?
Dr. Christoph Schneider: We have the opportunity this season to show a few Bundesliga games and the complete relegation to the first and second Bundesliga for Prime members live and at no additional cost. This is a great thing for our members, but also for the Bundesliga, because it allows us to give more people access to the games than was possible last season, for example. Live sports remains an issue at Amazon: Amazon will broadcast the highlight game of the UEFA Champions League on Tuesday next season.
teltarif.de: NBCUniversal wants to break the traditional exploitation chain in the wake of the Corona crisis and market its own content directly on demand. Is it conceivable that cinema premieres can also be seen in the future?
Dr. Christoph Schneider: Amazon customers have had access to home theater premieres in the Prime Video digital shop to buy or rent for some time. This includes numerous titles from all possible producers, e.g. “Emma”, “The Invisible” and “The Hunt” by NBCU or “Onward” (Disney), “Birds of Prey: The Emancipation of Harley Quinn” (Warner Bros.), “Trolls World Tour” (Dreamworks), ” Sonic The Hedgehog “(Paramount),” Bombshell The End of Silence “(Lionsgate) and” Bloodshot “(Sony / Columbia). The premiere of “Der Junge und die Wildgnse” is even available as part of a Prime membership including Prime Video.
teltarif.de: It was rumored in the press that Amazon wants to take over the troubled multiplex cinema chain AMC Theaters. So will we see Amazon Studios productions on the big screen soon?
Dr. Christoph Schneider: Unfortunately, this has to be continued. We generally do not comment on speculation.
teltarif.de: How about starting IMDb-TV in Germany?
Dr. Christoph Schneider: Amazon has announced that IMDb-TV will come to Europe. Stay tuned!
teltarif.de: Dr. Schneider, thank you for the interview.
About: Dr. Christoph Schneider
Dr. Christoph Schneider is Managing Director of Amazon Prime Video Germany / Austria and Head of Television Europe. In his position he is among others responsible for the content strategy of the video-on-demand offering in Europe.
Schneider has been a member of the management of maxdome GmbH since 2010 and from 2011, as sole managing director, was largely responsible for the successful integration of the online video library into the ProSiebenSat.1 group. Previously, Christoph Schneider had held various management positions at Hubert Burda Media, the Kirch Group and the Bertelsmann Group for 14 years. Schneider studied international business administration at WHU – Otto Beisheim School of Management in Vallendar and did his doctorate at the marketing chair of the University of Mannheim.