RTL Group digital advertising surges 27% amid streaming transformation

RTL Group reported robust digital advertising growth on 8 August 2025, with digital advertising revenue climbing 27.1 per cent to €230 million in the first half of 2025, according to the company's interim results for the six months ending 30 June 2025.

The Luxembourg-based media conglomerate's digital advertising performance contrasted sharply with traditional television advertising, which declined 6.9 per cent to €1,018 million from €1,093 million in H1/2024. Total advertising revenue across all platforms reached €1,405 million, down slightly from €1,443 million in the comparable period.

Digital advertising now represents 16.4 per cent of RTL Group's total advertising revenue, up from 12.5 per cent in H1/2024. This shift reflects the broader transformation in European advertising markets toward programmatic and streaming platforms.

Streaming platforms drive digital advertising expansion

The company's streaming services generated significant advertising revenue growth, driven by 7.232 million paying subscribers across RTL+ in Germany and Hungary, plus M6+ in France. This represents a 15.3 per cent increase from 6.273 million subscribers in the same period last year.

According to RTL Group, streaming revenue rose 27.0 per cent to €235 million, with advertising revenue on RTL+ in Germany and M6+ in France contributing substantially to this growth. The platforms benefit from targeted advertising capabilities and premium content environments that command higher advertising rates.

RTL+ in Germany achieved 346 million viewing hours in H1/2025, increasing 17.5 per cent from 294 million hours in H1/2024. This expanded viewing time creates additional inventory for digital advertising placements across the platform's content library.

M6+ in France reported 28.0 million average monthly active users, representing 35 per cent growth compared to the equivalent 2024 period. The platform's total viewing hours increased 17 per cent, providing enhanced opportunities for targeted digital advertising campaigns.

Advanced advertising technology implementations

RTL Group has invested heavily in advertising technology infrastructure to capture growing digital advertising demand. The company operates Smartclip, an advertising technology subsidiary that provides programmatic advertising solutions across its media properties.

In March 2025, RTL Hungary partnered with Smartclip to adopt Smartx, the company's ad-server and supply-side platform. This implementation enhances targeting capabilities and campaign optimization for advertisers seeking to reach Hungarian audiences through digital channels.

The technology integration allows advertisers to execute sophisticated programmatic campaigns with real-time bidding and advanced audience segmentation. These capabilities align with industry trends toward automated advertising that prioritize efficiency and targeting precision.

RTL AdAlliance, the company's international advertising division, launched its AdManager platform in March 2025. The self-service advertising solution provides agencies and brands with streamlined access to digital TV and video inventory across multiple European markets.

Programmatic advertising capabilities expand

The AdManager platform enables advertisers to independently manage Total Video campaigns with complete flexibility and control. According to RTL AdAlliance, the platform delivers efficient and intuitive campaign management across RTL's media portfolio with real-time performance tracking.

Advertisers can create campaigns through a streamlined five-step process: selecting channels and placements, setting budget parameters, targeting audiences through segmentation options, uploading creative content, and launching campaigns with integrated payment systems.

The platform provides live campaign performance data, allowing advertisers to optimize targeting, update creatives, and adjust campaigns based on real-time metrics. This capability addresses growing demand for transparent and measurable digital advertising solutions.

Connected TV advertising represents a significant growth opportunity for RTL Group's digital advertising strategy. The company's streaming platforms provide premium video inventory that competes directly with traditional television advertising while offering superior targeting and measurement capabilities.

Strategic partnerships enhance digital reach

RTL Group's renewed partnership with Deutsche Telekom through 2030 significantly expands digital advertising reach. The agreement includes RTL+ Premium in most MagentaTV price plans, providing access to Deutsche Telekom's substantial subscriber base.

This distribution partnership creates additional touchpoints for digital advertising campaigns, combining RTL's content expertise with Deutsche Telekom's telecommunications infrastructure. The collaboration enables sophisticated audience targeting based on viewing behavior and demographic data.

Following the completed sale of RTL Nederland to DPG Media on 1 July 2025, RTL Group established strategic partnerships spanning technology solutions including Bedrock, BCE, and Smartclip for international advertising sales through RTL AdAlliance.

RTL Zwei and Warner Bros Discovery Germany announced plans for a joint advertising sales venture, approved by the German Federal Cartel Office on 4 August 2025. The partnership will combine TV and digital advertising inventories starting in early 2026, creating larger scale for programmatic advertising campaigns.

Cross-platform advertising integration

RTL Group's comprehensive media portfolio enables integrated advertising campaigns spanning traditional television, streaming platforms, radio stations, and digital properties. This ecosystem provides advertisers with unified campaign management across multiple touchpoints and audience segments.

The company's approach addresses advertiser demand for simplified cross-platform campaign execution while maintaining targeting precision. Digital advertising capabilities complement traditional broadcasting reach, creating comprehensive audience coverage for brand campaigns.

Artificial intelligence integration enhances advertising effectiveness across RTL Group's platforms. The company participated in Bertelsmann's partnership with OpenAI, gaining early access to AI tools that support advertising optimization and audience analysis.

Fremantle's content production capabilities support advertising-friendly programming across RTL Group's digital platforms. The division's 11,000 hours of annual programming provide diverse content environments for digital advertising placements with high audience engagement rates.

Market positioning against competition

RTL Group's digital advertising growth occurs within an increasingly competitive European market. The company competes with international streaming platforms and technology companies for digital advertising budgets while maintaining advantages through local content and audience relationships.

The planned migration of RTL+ in Germany to the Bedrock technology platform by early 2026 will enhance digital advertising capabilities through improved targeting, measurement, and campaign optimization tools. Preparations and market testing began in Q3/2025 with alpha and beta versions launching.

According to Thomas Rabe, Chief Executive Officer of RTL Group, "We grew our streaming revenue by almost 30 per cent, renewed our successful distribution partnership with Deutsche Telekom until 2030 and announced the acquisition of Sky Deutschland."

The announced acquisition of Sky Deutschland brings additional digital advertising opportunities through Sky's subscriber base of approximately 11.5 million paying customers across the DACH region. The transaction combines premium sports content with advanced advertising technology capabilities.

Revenue diversification through digital channels

Digital advertising revenue growth supports RTL Group's strategic transformation from traditional broadcasting toward streaming and digital-first operations. The company targets streaming profitability by 2026, with digital advertising contributing significantly to this objective.

Streaming start-up losses decreased 59.5 per cent to €34 million in H1/2025 from €84 million in H1/2024, demonstrating progress toward sustainable digital operations. Digital advertising revenue helps offset content investment costs while building audience relationships.

The company projects streaming revenue reaching €750 million by 2026, with digital advertising representing a substantial component of this target. Annual content spending around €500 million supports premium programming that attracts both subscribers and advertising demand.

RTL Group's dividend policy remains unchanged, planning to distribute at least 80 per cent of adjusted full-year net results. Digital advertising growth contributes to overall financial stability while traditional revenue streams face market pressures.

Technology infrastructure investments

Bedrock, RTL Group's streaming technology company, provides the technical foundation for advanced digital advertising capabilities. The platform supports sophisticated ad insertion, audience measurement, and campaign optimization across streaming services.

The technology migration scheduled for early 2026 will generate significant cost savings while enhancing digital advertising functionality. Improved targeting capabilities and measurement tools will strengthen RTL Group's competitive position in European digital advertising markets.

We Are Era, RTL Group's social media company, contributes additional digital advertising opportunities through social platform integration and content distribution. The subsidiary supports cross-platform campaign strategies that maximize audience reach and engagement.

Smartclip's advertising technology solutions serve both RTL Group's internal platforms and external media companies, creating additional revenue streams while advancing programmatic advertising capabilities across European markets.

Outlook for digital advertising growth

RTL Group confirmed its 2025 financial outlook, projecting full-year revenue around €6.45 billion with digital advertising contributing to growth targets. The company expects continued expansion in streaming and digital advertising revenues throughout the second half of 2025.

Full-year Adjusted EBITA should reach approximately €780 million, with digital advertising performance supporting overall profitability improvements. The outlook assumes continued market share gains in digital advertising across key European markets.

Strategic targets include approximately 9 million paying subscribers by 2026 across streaming services, creating expanded inventory for digital advertising campaigns. Enhanced audience data and targeting capabilities will support premium advertising rates and campaign effectiveness.

According to the company, streaming operations profitability by 2026 depends significantly on digital advertising revenue growth and operational efficiency improvements. The Sky Deutschland acquisition will add substantial digital advertising opportunities across the DACH region.

Timeline

• 27 June 2025 - RTL Group announces Sky Deutschland acquisition, expanding digital advertising reach
• 1 July 2025 - RTL Nederland sale completed, strategic partnership includes Smartclip technology sharing
• 4 August 2025 - German Federal Cartel Office approves RTL Zwei-Warner Bros joint advertising venture
• 8 August 2025 - RTL Group reports 27.1% digital advertising revenue growth in H1/2025
• January 2025 - Deutsche Telekom partnership renewed, enhancing digital advertising distribution
• March 2025 - RTL AdAlliance launches AdManager platform for programmatic campaigns
• March 2025 - RTL Hungary adopts Smartclip's Smartx advertising technology platform
• February 2024 - RTL Deutschland and ProSiebenSat.1 announce adtech collaboration

Key terminology explained

Digital advertising represents the fastest-growing segment of RTL Group's advertising portfolio, encompassing programmatic campaigns, Connected TV placements, and streaming platform advertising. Unlike traditional television advertising, digital advertising enables precise audience targeting, real-time campaign optimization, and detailed performance measurement. RTL Group's digital advertising revenue reached €230 million in H1/2025, demonstrating the company's successful transition toward data-driven advertising solutions that provide superior return on investment for advertisers.

Streaming revenue combines subscription fees, advertising income, and distribution payments from RTL Group's digital platforms including RTL+ and M6+. This revenue stream increased 27.0 per cent to €235 million in H1/2025, driven by subscriber growth and enhanced advertising capabilities. Streaming revenue represents RTL Group's strategic focus on direct-to-consumer relationships and premium content delivery, providing sustainable growth opportunities as traditional broadcasting faces market pressures.

Programmatic advertising utilizes automated platforms and artificial intelligence to purchase advertising inventory across digital channels in real-time. RTL Group's Smartclip subsidiary and RTL AdAlliance division provide programmatic capabilities that enable advertisers to target specific demographics and optimize campaigns based on performance data. This technology-driven approach improves advertising efficiency while maximizing revenue for RTL Group's media properties.

RTL+ platform serves as RTL Group's primary streaming service in Germany and Hungary, featuring live television, on-demand content, and exclusive programming. The platform achieved 6.363 million paying subscribers by 30 June 2025, generating substantial advertising revenue through targeted placements and premium content environments. RTL+ represents RTL Group's digital transformation strategy, combining content expertise with advanced technology infrastructure.

Connected TV advertising targets viewers watching streaming content on television screens through internet-connected devices. This advertising format combines the visual impact of traditional television with the targeting precision of digital advertising, commanding premium rates from advertisers. RTL Group's streaming platforms provide extensive Connected TV advertising inventory, capitalizing on the growing trend of cord-cutting and streaming adoption across European markets.

Smartclip technology powers RTL Group's advertising technology infrastructure, providing ad-server capabilities, supply-side platform functionality, and programmatic advertising solutions. The subsidiary operates Smartx platform, which enables sophisticated audience targeting and campaign optimization across RTL Group's media portfolio. Smartclip's technology serves both internal operations and external media companies, creating additional revenue streams while advancing programmatic advertising capabilities.

AdManager platform launched by RTL AdAlliance in March 2025, provides self-service advertising capabilities for agencies and brands across European markets. The platform enables Total Video campaign management with real-time performance tracking, budget control, and creative optimization tools. AdManager represents RTL Group's commitment to simplifying advertising processes while maintaining premium content quality and targeting precision.

Deutsche Telekom partnership extends RTL Group's distribution reach through Germany's leading telecommunications provider, including RTL+ Premium access for MagentaTV subscribers. This strategic alliance, renewed through 2030, significantly expands digital advertising opportunities by combining RTL's content expertise with Deutsche Telekom's subscriber base and technical infrastructure. The partnership demonstrates how traditional media companies leverage telecommunications relationships to enhance digital advertising capabilities.

Sky Deutschland acquisition announced on 27 June 2025, brings together two major media brands with approximately 11.5 million paying subscribers across the DACH region. The transaction combines Sky's premium sports content and subscriber relationships with RTL Group's entertainment programming and advertising technology capabilities. This acquisition substantially expands RTL Group's digital advertising inventory while strengthening competitive positioning against international streaming platforms.

Adjusted EBITA metric measures RTL Group's operational profitability before interest, taxes, and acquisition-related expenses, providing insight into core business performance. The company reported €160 million Adjusted EBITA in H1/2025, with digital advertising growth helping offset traditional television revenue declines. This financial metric demonstrates RTL Group's progress toward sustainable profitability in streaming operations while maintaining overall business stability during market transformation.

Summary

Who: RTL Group, Europe's leading entertainment company with 52 television channels, six streaming services and 37 radio stations, operating advanced advertising technology through subsidiaries Smartclip, Bedrock, and RTL AdAlliance.

What: Digital advertising revenue surged 27.1% to €230 million in H1/2025 while traditional TV advertising fell 6.9%, demonstrating successful transformation toward programmatic and streaming-based advertising solutions across European markets.

When: Results announced 8 August 2025 for the six-month period ending 30 June 2025, with digital advertising technology implementations occurring throughout H1/2025 including AdManager platform launch in March 2025.

Where: Digital advertising growth spans RTL Group's operations across Germany, France, Hungary and Luxembourg, with expansion into Austria and Switzerland through the announced Sky Deutschland acquisition.

Why: The digital advertising surge reflects industry-wide transformation toward programmatic advertising, Connected TV growth, and streaming platform adoption, positioning RTL Group to capture market share from traditional television advertising budgets migrating to digital channels.