Nothing makes the case for a CDP like a complex web of streaming TV channels, especially if it’s serving different types of content to users in different regions, with different interests and speaking different languages. That’s an audience which is going to generate, in aggregate, a huge volume of data, but it’s data that requires a myriad of different responses.
That’s the challenge facing Fredrik Salzedo, recently appointed Global Director Martech/CRM at Discovery Plus (he was formerly Director Retention/CRM for the EMEA division.
Discovery Plus in Europe
The European presence began with a series of Nordic channels with names like Norway TV Play. This network was rebranded as Dplay. In January this year, the European operation became Discovery Plus; then Discovery Plus was launched in the U.S., establishing one streaming service name globally.
The Discovery Channel itself and sibling channels like Animal Planet, TLC and the Food Network, are familiar in the U.S. In Europe, the scope of Discovery Plus’s offerings has been much wider.
“The big difference between the U.S. and Europe is that, in the U.S., you have the old Discovery Networks Inc. channels like Discovery, like Animal Planet. Over in Europe we have the content coming from the U.S., but on top of that, how Discovery has grown in Europe has been by buying a lot of different companies.” In the Nordics especially, but other parts of Europe too, Discovery Plus has very strong local content. Sports is big…