Observed Signal · May 21, 2026 · Business Strategy Update · Source: DWDL · Impact: 2/5 · Sentiment: Positive
Vodafone's Plan to Win Back Lost TV Customers
Vodafone says it has won back roughly half of the customers affected by the removal of the landlord-cost privilege that led some households to use cable TV without paying. In an interview Vodafone (spokesperson Lorenz) described measures to recover and retain customers: a fully redesigned TV app, the launch of FAST channels, a Netflix bundling offering, hardware modernisation and targeted swapping of 400,000 older receivers (free of charge). Vodafone is also completing a nationwide cable frequency reorganisation in the coming weeks — freeing capacity for broadband — has raised upload speeds to 75 Mbit/s and announced a “latency booster” at ANGA COM. The company said it will not chase expensive exclusive sports rights, instead focusing on bundling linear and streaming services and on technical and service investments to improve customer experience.
Operator product and network changes (app revamp, FAST channels, hardware swap, frequency reallocation) affect linear and streaming reach, customer retention and potential ad inventory — relevant to TV/CTV buyers and publishers in the German market but not industry-shifting globally.
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Key Takeaways & Evidence Grounding
- Vodafone reports it recovered approximately 50% of the customers affected by the loss of the Nebenkostenprivileg.
- Vodafone revamped its TV offering: a fully reworked TV app, added FAST channels, and a Netflix bundling that offers price advantages.
- Vodafone announced a free exchange of 400,000 older TV receivers to modernise customer hardware.
- Vodafone is completing a nationwide cable frequency reallocation in the coming weeks to standardise frequencies and free cable capacity for broadband.
- Vodafone increased upload speeds to 75 Mbit/s and is launching a 'latency booster' at ANGA COM; it will offer external speakers compatible with the GigaTV Home Sound receiver.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
VodafoneThree Launches Streaming-Bundled TV Offering Next Month
VodafoneThree, formed from the £16.5 billion merger of Vodafone UK and Three UK, has announced a new TV service called Vodafone TV, set to launch next month. The offering will bundle subscriptions to Netflix and HBO Max, with optional add-ons such as Disney+, DAZN, and Prime Video. Linear channels will be provided through Freely, the joint streaming hub from BBC, ITV, Channel 4, and Channel 5, alongside more than 150 live channels. The telco also plans to integrate music streaming and gaming, and will release a companion mobile app synced to its set-top box. The move adds another major competitor to the UK pay-TV market, which already includes Sky, Virgin Media O2, and BT. According to Ofcom, UK pay-TV household penetration fell to 30% in Q1, though industry revenues grew to £6.22 billion in 2025.
Vodafone expands GigaTV FAST channel offering with 13 new channels
Vodafone has expanded its GigaTV platform with 13 new free ad-supported streaming TV (FAST) channels, bringing the total to 23. The new lineup includes offerings from ARD Plus (a WDR Mediagroup subsidiary), provided via partner High View, such as ARD Plus Krimi, ARD Plus Lindenstraße, and ARD Plus Zoo, plus ZDF kocht, Spiegel TV Konflikte, Top True Crime, 5-Minute Crafts, scooore, Landlust, Curiosity Now, Naruto, Marco Polo TV, and Talk?Now!. AMC Stories and Dating hinter Gittern from AMC Global Media Central Europe will be added shortly. The channels are available on GigaTV Home and GigaTV Home Sound TV boxes, offering a curated, linear-like viewing experience without subscription. Vodafone aims to strengthen GigaTV as a central entertainment platform with a wider and more diverse program.
Publicis launches Vodafone's Glasfaser@Home campaign
Publicis (with its German subsidiary Saatchi & Saatchi) has released its first creative work for Vodafone following an agency switch last year: the 'Glasfaser@Home' campaign. The campaign aims to position Vodafone more strongly as a broadband provider—specifically for fiber-optic (Glasfaser) connections—and is a continuation of the earlier 'Internet@Home' creative. It uses everyday, humorous scenarios (focused in this spot on young couples moving in together) to communicate reliability and speed. The campaign runs from August 6 to September 20 across TV, Connected TV (CTV), social video, radio, online audio, DOOH, digital display and print. Production company Tempomedia (director Eugen Merher) and media agency Dentsu were involved.
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