If you asked us a few years ago about our thoughts on Canal+ strategy, we probably had a very skeptical if not even bewildered view on what they do.
Now – with a more educated hindsight and in light of their recent moves – our perspective is one of admiration and endorsement.
They truly have a good knack on approaching international markets.
What is what they do that makes them so special?
They are very careful and considerate when it comes to not only accept but also work with all the local nuances and differences across various national markets. Contrary to the typical media moguldom’s international strategy (which is mainly a US dominant approach) of ‘one size must fit all’, Canal+ has a very distinct and considerate strategy of trying to adapt to the difference.
Traditionally, media empires were always looking to extend the long tail aspect of their products when going international. They tried hard to mold the markets to fit their media product rather than the other way around. The idea was always to stretch the first copy cost as far as you can get by selling the product in as many markets as possible with as little adaption cost as possible. The Disneyiation of the world is a perfect example of that. Hollywood is everywhere with the same message, tune and melody. Not to forget the hidden political agenda of spreading the American Dream and Way of Life this way (but that is a different topic…).
Now, Canal+ has build over the years a conglomerate of local and international businesses that all did not seem to fit together on first glance. What they shine though in, is that they are strong local players and keen to adapt their product to local needs and flavors. For instance, their latest move to launch a Molotov competitor in France shows that they are not listing to local needs; more though: they are willing to take a risk to address that need. Instead of just using an existing product and stretching it across territories, they decided to launch a unique local service and approach. And one, that is quite hard to concoct and operate. I say, Bravo!
In addressing local markets, the opportunities are not longer limited to making your initial dollar get extra miles. The opportunities are now in a more local, more diverse and more personalised service. Technology – and least not AI – allow for such strategies now and much easier implementation.
It will be interesting to watch other moves of Canal+ and if existing (or new) media moguldoms copy it. The world is diverse, has always been: time to address it accordingly with your media services and offers – even as a global player.
Market Insight, Strategy
