Focusing on the strategies of Tubi, Joyn, Crave and Iflix

This year’s Mipcom focuses on ‘the streaming offensive’ – the services and platforms fighting back against Netflix, Amazon and the other international SVoDs set to hit the market. We profile four of the outfits leading the charge.

Five-year-old Tubi is making an impression in English-speaking markets through its focus on razor-sharp licensing agreements – proving not all content has to be new and exclusive if the business model is right.

New streamer Joyn has decided the root to engaging Germany’s TV audience is through providing choice – with free channels and limited original content on an AVoD service, and a slate of interesting originals for an upcoming SVoD tier.

Canada’s Crave has had a “full-body makeover” and now counts itself as the exclusive local home of all HBO and Showtime programming, while also providing original commissions – both direct and from its owner, Bell Media.

Asia-based streamer Iflix has also adopted a hyperlocal approach – it can pay for original commissions but chief executive Mark Britt will only splash the cash if the content serves the audience.

Each platform is active in the acquisitions market – making Mipcom a must-attend event. Their presence confirms there is a world out there beyond linear broadcasters and global streamers.


  • Headquarters San Francisco
  • Available in US; Canada; Australia
  • Content strategy Data-driven; huge library of acquired content
  • Key personnel Farhad Massoudi, chief executive; Adam Lewinson, chief content officer


  • Headquarters Munich
  • Available in Germany
  • Content strategy German originals; international formats for remake; focus on European acquisitions; acquired US content
  • Key personnel Alexandar Vassilev, chief executive; Katja Hofem, chief content and marketing officer


  • Headquarters Toronto
  • Available in Canada
  • Content strategy Exclusive HBO and Showtime content; wide acquisitions scope; original Canadian TV and film
  • Key personnel Tracey Pearce, president of distribution and pay-TV, Bell Media; Mike Cosentino, president of content and programming, Bell Media; Randy Lennox, president, Bell Media


  • Headquarters Kuala Lumpur, Malaysia
  • Available in Pan-Asia; Middle East
  • Content strategy Hyper-local originals; targeted international acquisitions
  • Key personnel Mark Britt, chief executive; Craig Galvin, global content director

Global buyers: Taking the fight to the SVoD giants