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Content Strategy 2025

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GOLD

SILVER

BRONZE

  • A content ‘Big Moment’ in the quarter
  • Either pan-regional or market specific depending on title
  • ATL support, and full-digital channel support specific to the title
  • Target audience cheat sheet provided (defined through customer surveys.
  • Maximum content support required as considered a high sub driving title

  • Usually pan-regional with the same approach for all markets (less tailored activity).
  • Usually part of a franchise, and therefore included in a cohort when advertising
  • Support required from all digital channels.

  • Smaller titles forming either the always on, breath of content approach, or part of a niche audience
  • No bespoke marketing activity, included as part of a cohort
  • Retention based rather than acquisition driving

Title Categorization

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Q1

JANUARY - MARCH

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Regional Campaign Laydown | Q1 Marketing Strategy

JANUARY

FEBRUARY

MARCH

NEU

Dexter: Original Sin (SE + NL)

Schmeichel (DK)

ES

CEE

DECEMBER

Dexter: Original Sin

1923 S2

Dexter: Original Sin

Lockerbie

1923 S2

Despicable Me 4

A Recipe For A Murder (ES)

Yellowstone

Yellowstone

Yellowstone

Day of the Jackal

Day of the Jackal

Day of the Jackal

HPFL (Cont.)

HPFL (Cont.)

HPFL (Cont.)

AWO: Awareness & Acquisition (e.g. Combination of New & Existing Cohorts)

Sleboda (PO)

Lockerbie

Despicable Me 4

Yellowjackets S3 (HU & RO)

AWO: Awareness & Acquisition (e.g. Combination of New & Existing Cohorts)

AWO: Awareness & Acquisition (e.g. Combination of New & Existing Cohorts)

1923 S2

Lockerbie

Despicable Me 4

Gangs of London

Dutch Film Works (NL)

Yellowjackets S3

Sweetpea

Sweetpea

Gangs of London

Gangs of London

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Q2

APRIL - JUNE

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Double Down on M35-55

Local Sprinkles

Evolving AWO

MATICES

  • Capitalize on the demand for homegrown / local content that drives more brand recognition

Member survey: showed that customers want to see more variety in movies and shows, therefore there is a big opportunity in conveying range of content on offer

  • Educate and inform consumers of our always on offering, focusing on few, bigger and better titles, aimed at retaining audiences.

Content Approach & How We Win

Spain & Poland : Potential customers want to see local content as part of the offering to meet content expectations

Member : Second biggest driver to conversion is in showcasing our Range of Content achieved through our Cohort offering

MobLand

  • Audience analysis has identified this audience as high value

  • Include Drama/Crime series that have high potential from acquisition & viewership perspective

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AWO: DK Test

APRIL

MAY

JUNE

NEU

CEE

MARCH

AWO: Awareness & Acquisition (e.g. Combination of New & Existing Cohorts)

AWO: Awareness & Acquisition (e.g. Combination of New & Existing Cohorts)

AWO: Awareness & Acquisition (e.g. Combination of New & Existing Cohorts)

1923 S2

Yellowjackets S3

1923 S2

Yellowjackets S3 (HU & RO)

A Recipe For A Murder (ES)

ES

Q2 Key Title Pan Regional Laydown

Matices (5th June)

ES

MobLand

PO,SE, NO, HU, RO (ES*)

MobLand

PO,SE, NO, HU, RO (ES*)

MobLand

PO,SE, NO, HU, RO (ES*)

Gangs of London

(ex PO, PT, SK, Adria)

Gangs of London

(ex PO, PT, SK, Adria)

Gangs of London

(ex PO, PT, SK, Adria)

Langer (22nd May)

Poland

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APRIL

MAY

JUNE

Q2 All Titles Pan Regional Laydown

New Content

Langer (22nd May)

PO

Matices (5th June)

ES

Happy Face*

Wild Robot

AWO: Coming this Month, Kids & Family, Top Trending + New Cohorts / Moments (e.g. Easter) + Support for additional Bronze/Copper Titles

Speak No Evil (NEU, CEE)

Smile 2

Sonic 3

Anora

Speak No Evil

Maxxxine (Iberia, Nordics)

Cuckoo

Styx S1

Gladiator II

Wicked (ES, NL)

MobLand

PO,SE, NO, HU, RO (ES*)

Gangs of London

(ex PO, PT, SK, Adria)

Happy Face*

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Title Analysis

Title

Categorisation

Title Comparison

Genre

Information

Launch dates

Langer (Poland)

GOLD

Warzawianka​

Psycho Killer Thriller – D0TJ, Dexter & Yellowjackets audience​

Continue cut-through with a fast follow from Sleboda​

Crime series with well-known cast, based off a popular book​

25th May

Gladiator II

GOLD

MI: Dead Reck Part 1​

Action & Adventure #2 genre across all markets, led by Spain​

Tier 1 film with potential to bring in high value subs and retain Action loving subscribers

16th May

Matices (Spain)

SILVER

Apples Never Fall​

Drama / Thriller​

Strong PR investment despite it being Silver

Limited digital budget due to LTVs being lower in market

TBC

MobLand

SILVER

Rabbit Hole​

Crime & Thriller is a top#3 genre across all markets​

Exclusive pan-EU series to drive brand awareness

Strong PR support

Talent has high awareness (Guy Richie)

TBC

Gangs of London S3

BRONZE

Mayor of Kingstown​

Crime & Thriller is a top#3 genre across all markets​

Not available in PL or PO

Big opportunity with crime cohort

14th April

Wicked

BRONZE

Agatha All Along​

Musicals do not rank within popular genres​

Female-skewed audience

Q3 will have highest budget support

TBC

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Campaign Cheat Sheets

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Gold Campaign: Langer

Poland only

Audience

Support Checklist

KPI Tactics

  • A25-54. Slight female skew
  • Fans of Dexter, You, Monster (Dahmer, Menendez Brothers), Killing Eve, Szadź
  • ATL
  • PR: Holistic Comms Plan incl Red Carpet Premiere, Junket, Media alerts
  • Upper funnel digital & acq support
  • E&R: Trailer release, Discover, Launch, Episode reminder, Watchlist, Watch Next Finale, New this month, Themed push
  • Partner Support
  • Socials: Promos, scene lifts, bespoke creative concepts such as BTS, event coverage, set visits and talent shoutouts
  • Platform: Hero placement, Crime & Mystery, From Page to Screen, Anti-hero & Made in Europe rail. Incl. in ‘More like this’ rail feat. Dexter, Sleboda, Yellowjackets
  • Utilise exclusivity messaging

Campaign Mantra

“Run the Sleboda playbook back and amplify the psycho killer catalogue”

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Silver Campaign: Matices

Spain only

Audience

Support Checklist

KPI Tactics

  • A35-54, Slight Female Skew
  • Fans of Gone Girl, 9 Perfect Strangers, Knives Out, Apples Never Fall
  • ATL
  • PR support: Holistic Comms Plan incl. Red Carpet Premiere, Junket, Media alerts
  • Upper funnel digital & acq support
  • E&R: Trailer release, Launch, Episode reminder, Watchlist, Season Finale, Watch Next, New this month
  • Partner Support
  • Socials: Promos, scene lifts, bespoke creative concepts such as BTS, event coverage, set visits and talent shoutouts
  • Platform: Hero placement, New & Exclusive, With a Spanish accent rail
  • Utilise exclusivity messaging and use star power to elevate the brand

Campaign Mantra

“Lead with a star sell approach that connects with the thriller audience through hyper efficient media channels”

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Silver Campaign: MobLand

Sweden, Norway, Poland, Hungary, Romania, Spain

Audience

Support Checklist

KPI Tactics

  • A35+Male Skew
  • Fans of Ray Donovan, Mayor of Kingstown, Tulsa King, Peaky Blinders, The Gentlemen, Ozark
  • ATL
  • PRUpper funnel digital & acq support
  • E&R: Trailer release, Launch, Episode reminder, Watchlist, Season Finale, Watch Next, New this month
  • Partner Supportm Socials: scenelifts, set coverage, talent shoutouts
  • Platform: Hero placement, Mobsters, Anti-hero & Dysfunctional Families rails, ‘from the writer and creator of DOTJ’ messaging and hero-ed in ‘More like this’ rail feat. DOTJ, Gangs of London
  • Utilise exclusivity messaging
  • Use title to target crime/thriller cohort (Lioness/DOTJ)

Campaign Mantra

“Make MobLand stand out as ‘not your average’ family drama connected to killer crime lineup”

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Bronze Campaign: Gangs of London 

All ex. PT, SK, Adria

Audience

Support Checklist

KPI Tactics

  • A35+, Male Skew
  • Fans of Mayor of Kingstown, Top Boy, Peaky Blinders, The Day of the Jackal
  • Dig paid media awareness + acquisition inv
  • PR: Media alerts
  • E&R: Trailer release, Launch, Episode reminder, Watchlist, Season Finale, Watch Next, New this month
  • Partner Support
  • Socials: Promos, scenelifts
  • Platform: Hero placement, Mobsters, Anti-hero rails, ‘hero-ed in ‘More like this’ rail feat. DOTJ
  • Utilise exclusivity messaging to tie the whole series back to SST
  • Ensure creative executions carry price
  • Use title to reignite the audience and engage the crime/thriller cohort (Lioness/DOTJ)

Campaign Mantra

“Run a targeted digital-first campaign that relaunches the series whilst highlighting the new season”