ProSiebenSat.1 pivots to digital growth as MFE consolidates majority control

The repositioning confirms that mid-sized European broadcasters can no longer rely on linear TV's high-margin legacy. By shifting toward an ad-supported streaming model (AVoD) and data-heavy commerce segments, ProSiebenSat.1 is attempting to defend its market share against global streamers like Netflix and Disney+. The transition is accelerated by its new majority owner, MFE-MediaForEurope, which provides necessary scale for international ad sales and technology procurement. For the broader industry, the group’s effort to 'monetize reach' through transactional businesses like dating and e-commerce serves as a critical experiment in platform diversification. Watch for whether Joyn can maintain its narrow user lead over RTL+ as both groups aggressively pivot to hybrid streaming models.

The strategic realignment of ProSiebenSat.1 follows a major shift in ownership. In September 2025, MFE-MediaForEurope (MFE), the Italian media conglomerate controlled by the Berlusconi family, secured a 75.61% majority stake in the group after a prolonged takeover battle with the Czech investment firm PPF, per Broadband TV News. This consolidation has led to a leadership overhaul; former MFE executive Marco Giordani took over as Group CEO in late 2025. Giordani’s mandate, emphasized in March 2026 earnings calls, is to turn the German broadcaster into a digital-first 'reach powerhouse' that leverages MFE’s pan-European sales machinery.

Operationally, the focus is squarely on the Joyn streaming platform. According to industry reports from Advanced Television in March 2025, Joyn achieved a 36% increase in AVoD revenue even as linear ad markets softened. By 2026, the company reported that Joyn had doubled its viewership year-over-year, reaching 12.4 million users in late 2025, which positioned it slightly ahead of its primary domestic rival, RTL+. To support this growth, ProSiebenSat.1 is streamlining its portfolio, such as selling non-core tech assets like esome and Kairion to Pivotum Capital in March 2026 to reinvest in proprietary content and cross-platform advertising technology.

The broader German media landscape remains under pressure as public broadcasters and global SVOD services squeeze commercial players. ProSiebenSat.1 reported a 6% revenue decline for the 2025 financial year, largely due to an 8% drop in German-speaking advertising revenues, per VideoWeek. In response, the group is betting on 'addressable TV' and AI-driven localization to create new revenue streams. The objective is to make local German hits like 'Germany’s Next Topmodel' work harder across social media and international markets, utilizing MFE’s footprint in Italy and Spain to find economies of scale that independent German broadcasters lack.