Observed Signal · Apr 30, 2026 · Partnership · Source: DWDL · Impact: 2/5 · Sentiment: Positive
Edeka App Offers Discounted RTL+ Subscriptions
Edeka and RTL Deutschland announced a partnership that gives Edeka-app users discounted or free access to the RTL+ streaming service. Registered app users who spend €25 in a single shopping trip receive one free month of RTL+ Basic; thereafter, spending as little as €1 in subsequent months grants a 50% discount on the Basic plan (€2.99 vs. €5.99). RTL+ may also be available completely free during special promotional periods. The promotion will be supported by joint campaigns across Edeka and RTL channels. The deal echoes an earlier retail-to-streaming collaboration between Lidl and Disney that began in autumn 2024.
A commercial partnership that ties a major retailer's app to a broadcaster's streaming subscription is a notable example of retail–media and subscription bundling strategies, but it is a regional marketing promotion rather than a sector-wide technical or policy change.
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Key Takeaways & Evidence Grounding
- Edeka and RTL Deutschland launched a consumer promotion linking Edeka app usage to discounted access to RTL+.
- Registered Edeka app users who spend €25 receive one free month of RTL+ Basic.
- After the free month, spending €1 in later months qualifies users for 50% off RTL+ Basic, lowering the price to €2.99 from €5.99.
- RTL+ access can be fully free during special promotional periods; the partnership will be promoted across both companies' channels.
- The partnership is similar to a prior Lidl–Disney cooperation that began in autumn 2024.
Connected Companies & Entities
4 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Netto offers free RTL+ with €99 spending
Netto Marken-Discount, part of Edeka Group, has entered a long-term cooperation with RTL Deutschland to integrate RTL+ benefits into the Netto‑plus app. The campaign’s centerpiece, the “RTL+ Challenge,” is activated by an initial €25 purchase and registration via a booking link; customers who reach €99 in qualifying purchases within 30 days receive one free month of RTL+ Basic (certain items such as bottle deposits, press and gift cards are excluded). The gamified mechanic aims to enhance the app experience and boost customer engagement and retention. The program launches at the end of July 2026 with a broad marketing push. RTL reports RTL+ has more than 7.3 million subscribers, and the partners say the offer links everyday grocery shopping with digital entertainment to drive loyalty.
Bild and RTL+ Launch €9.99 Joint Subscription
Axel Springer’s Bild and RTL Deutschland have launched a joint subscription bundle combining Bild Plus and RTL+ Premium, offered via bild.de for €9.99 per month. The price equals RTL+’s standalone sign-up rate while Bild Plus’s regular listed price is €7.99; buying both separately would cost about €17.98, so the bundle represents a clear discount. The offer pairs Bild’s paid journalism with RTL+ streaming — series, films, shows, reality, podcasts, documentaries, live sport and events — and executives said the partnership enables closer cooperation on selected information, entertainment, live events and promotions. The article also notes RTL’s history of bundling (e.g., MagentaTV, HBO Max) and that RTL’s approved takeover of Sky Germany could open the door to future exclusive Sky content in cooperative offers.
Aldi Süd launches 'Cheap Without Bonus-App' campaign
Aldi Süd has launched a nationwide marketing campaign titled "Einfach Einkaufen" with the slogan "Günstig ohne Bonus-App", positioning itself against supermarket bonus/discount apps. The creative work was developed by lead agency Antoni99, with media planning and buying handled by Zenith (Publicis Media). The campaign includes eight TV and online films, radio spots, outdoor and digital OOH, social media, display ads, handbills and point-of-sale materials and will run across July and August. Aldi Süd says it offers low prices for everyone and considers app-only discounts and the added complexity they create unnecessary. The article also notes consumer-protection analyses (vzbv) that estimate real savings from such apps at roughly 0.75–2.29% and ongoing—but so far partially unsuccessful—legal scrutiny of app-based extra discounts.
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