ProSieben Boss Backs One Streaming Service Across Europe
The chief executive of ProSiebenSat.1 Media wants one streaming service for much of Europe, and he wants it running in early 2027.
Marco Giordani said he supports a pan-European streaming platform covering the countries where MediaForEurope (MFE) operates. He made the remarks at the Munich Media Days conference, according to Deadline. He said the service would be the same in all five countries from the first quarter of 2027.
Giordani pointed to three main benefits: lower costs, better underlying technology, and access for MFE's sales house to advertisers based in Europe. A sales house is the company that sells advertising on a broadcaster's channels and screens. Giordani's argument is that one platform would let MFE sell to large European brands across all its markets at once.
The idea is not entirely new. In July 2026, MFE announced plans to combine the strongest parts of its existing streaming services in Italy, Germany, Spain and Portugal into one service working across Europe. Giordani's comments put a timeline on that plan for the wider group.
MFE, formerly known as Mediaset, has run TV channels in Italy and Spain for decades. It has also acquired a stake in Portuguese broadcaster Impresa. MFE took a controlling stake in ProSiebenSat.1 in 2025, and Giordani was installed as ProSiebenSat.1's chief executive about a year before his Munich remarks, replacing Bert Habets. The company has long seen closer ties between European broadcasters as a way to compete with large US streaming groups such as Netflix.
Giordani also commented on a separate deal in German TV. He said RTL's takeover of Sky Deutschland would have little direct effect on ProSieben. RTL is moving towards a paid subscription streaming model. ProSieben's streaming service, Joyn, is paid for by advertisers and is free for viewers.
Munich Media Days runs from 21 to 23 October 2026, with more than 100 sessions, masterclasses and side events, according to the conference website. The event is expected to bring around 350 speakers from the media industry over three days. The Blauer Panther TV and Streaming Award is also scheduled to be presented during the conference, at a gala on 21 October at BMW Welt in Munich.
For viewers, the immediate change is small. Nothing in Giordani's remarks says which shows would move, or what a subscription would cost. The bigger question is what happens to the crews, writers and producers who make the shows now, and how many different apps a viewer will need in a few months' time. Those answers have not yet been given.
