RTL, Germany’s leading private broadcaster, is accelerating its digital strategy with ambitious subscriber targets for its streaming platform, RTL+, sparking debate over the impact on consumer accessibility and the evolving landscape of German media. The company’s streaming chief, Henning Nieslony, revealed to Handelsblatt that RTL aims to reach approximately eight million paying customers for RTL+ by the end of 2026, a significant increase from the current 6.6 million. This revised target, previously bundled within a broader group goal of nine million subscribers encompassing international operations in France and Hungary, signals a renewed focus on the German-speaking market and a potentially more aggressive push for digital revenue.
The announcement comes alongside a restructuring of RTL+’s pricing tiers, slated to take effect in mid-January. While the basic subscription will remain at €5.99, the premium tier, currently priced at €9.99, will increase to €9.99, adding benefits like dual streaming, live TV access and downloadable content. A new “Premium Werbefrei” (Advertising-Free Premium) tier will debut at €12.99 per month, while a combined music and streaming package will move to €14.99.
Analysts suggest this tiered pricing model, particularly the introduction of a premium ad-free option, represents an attempt to mimic the strategies of international streaming giants and maximize revenue potential. However, critics argue that these price hikes risk alienating price-sensitive consumers and could exacerbate the digital divide, increasingly limiting access to media content based on socioeconomic factors.
“While RTL emphasizes retaining a competitive entry-level price point, these adjustments to higher-tier subscriptions inevitably create a two-tiered system” commented media economist Dr. Elena Schmidt. “This strategy underscores a deeper tension within the German media sector: balancing profitability with accessibility and maintaining a critical role in providing a public service function.
RTL’s revised strategy highlights broader shifts within the German media landscape, marked by increasing competition from global streaming services and pressure to generate sustainable digital revenue. The company’s ability to simultaneously pursue aggressive subscription targets and manage concerns about affordability will be crucial in navigating this evolving media ecosystem. The move also places further scrutiny on the ongoing debate regarding the role of private broadcasters in a rapidly changing digital age where free and accessible content is increasingly challenged by subscription-based models.