RTL Group is combining its European multi-platform networks (MPNs) to create what it describes as “Europe’s leading digital studio”. The move will initially bring together RTL’s German MPN Divimove with its Nordic business United Screens under the Divimove brand, and the group plans to integrate its Dutch business RTL MCN as well in the future.
RTL Group says multi-platform networks (also referred to as ‘multi-channel networks’, or MCNs) group together popular, marketable creators on platforms like YouTube, enabling marketers to spend in areas like influencer marketing at scale more easily. They also serve to help the creators themselves with content production. Broadcaster-owned MPNs able to use their resources to link digital influencers up with more mainstream celebrities for branded content, and similarly can bring YouTube stars in to contribute to their mainstream broadcast content.
The combined group will represent over 1,000 creators in nine European countries, who collectively generate over three billion online video views per month.
According to RTL Group, by rolling the three companies into one that will give greater reach to advertisers working with Divimove. “RTL Group’s digital video businesses have built significant reach among young audiences which are highly sought after by advertisers,” said RTL Group CEO Thomas Rabe. “We have now defined a new structure and strategy to convert the rapid growth in short-form video consumption into a profitable business: we are bundling our strengths into one company with a hands-on management team, we are investing in talent, creativity and technology.”