Observed Signal · Feb 5, 2026 · Partnership · Source: VideoWeek · Impact: 2/5 · Sentiment: Positive
ProSieben & MagentaTV Expand Partnership in Germany
ProSiebenSat.1 and Deutsche Telekom extend their distribution partnership for five years to integrate Joyn PLUS+ into MagentaTV, building on a prior arrangement that brought Joyn's ad-supported content to the MagentaTV platform. The deal enables Telekom customers to subscribe to Joyn PLUS+, the ad-free version, directly through the telco at a discounted 12-month rate. Seven.One Media will handle ad sales for ProSieben content on MagentaTV, including addressable TV across its channel portfolio. ProSieben content will receive heightened visibility on MagentaTV, with Joyn PLUS+ content arriving on Joyn PLUS+ before broadcasts, including Die Landarztpraxis, Wer stiehlt mir die Show?, and The Voice of Germany. The update comes amid a broader European distribution push as linear viewing declines push broadcasters to expand digital footprints, alongside industry moves involving RTL Deutschland and Warner Bros. Discovery.
Shows a five-year, cross-platform SVOD distribution expansion and enhanced content visibility within a major European market, indicating ongoing consolidation and platform diversification in AdTech/MarTech ecosystems.
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Key Takeaways & Evidence Grounding
- ProSiebenSat.1 and Deutsche Telekom extend their 5-year distribution partnership to integrate Joyn PLUS+ into MagentaTV.
- Joyn content on MagentaTV's ad-supported offering continues; the new deal enables Joyn PLUS+ subscriptions to be booked directly via Telekom at a discounted 12-month rate.
- Seven.One Media will handle ad sales for ProSieben content on MagentaTV, including addressable TV across its channel portfolio.
- ProSieben content will be made more visible on MagentaTV, with Joyn PLUS+ content arriving on Joyn PLUS+ before TV broadcasts (e.g., Die Landarztpraxis, Wer stiehlt mir die Show?, The Voice of Germany).
Connected Companies & Entities
5 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
1&1 TV Adds ProSiebenSat.1’s Joyn
1&1 TV has integrated the ProSiebenSat.1 streaming service Joyn into its TV platform. Joyn’s app is now available on 1&1 TV, allowing users to search for and start Joyn+ content directly via the 1&1 TV interface. A one-time registration/login in the Joyn app is required to access the integrated offering; once logged in, users remain logged in for subsequent accesses and are taken directly to selected content. According to 1&1, this integration complements existing deep integrations with RTL+ and the ZDF streaming portal.
Former Telekom Media Chief: Advertisers Must Price in Bots
At the AGF Forum in Frankfurt, Norman Wagner, Managing Director of Pion3ers and former media chief at Deutsche Telekom, demonstrated live how easy it is to create a fully AI-generated magazine and generate fake traffic using bots. He argued that a majority of online content and traffic now comes from bots, making it extremely difficult for advertisers to measure true reach and effectiveness. Wagner believes that technology alone cannot solve the problem and instead advocates for 'common sense' and independent measurement. He suggests that walled gardens that do not allow independent verification should face a price discount. He also highlighted the potential of AI in contextual brand safety, noting that keyword-based negative lists incorrectly classify 70% of news environments as unsuitable.
Seven.One Media launches AdManager for SMEs in Germany
Seven.One Media, the advertising arm of ProSiebenSat.1, has launched 'AdManager', a self-service tool enabling small and mid-sized companies to plan and execute addressable TV campaigns on connected TVs. The tool, already used by MFE clients in Italy and Spain, lowers the entry barrier to TV advertising for smaller businesses. Advertisers can book L-shaped SwitchIn formats and target audiences using various criteria, with regional targeting options. A real-time dashboard allows campaign performance tracking and optimization. The launch is supported by a promotional campaign across ProSiebenSat.1 channels and digital platforms. Nicola Lussana, Seven.One Media CEO, emphasized the Mittelstand's importance as a growth engine and the tool's role in democratizing access to Big Screen advertising.
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