TËNK : Developing European audiences for documentaries and promoting European works online
Since 2016, Tënk is the first SVOD platform focusing on independent documentaries in French-speaking European countries and since March 1st 2020, is available all across Europe. Tënk's mission is to showcase heritage films and contemporary creations with an European catalogue of nearly 800 documentaries. Tënk has more than 20,000 active subscribers with a subscription growth rate of 200% / year. Our goal is to become the reference platform for independent documentaries in Europe and to reach, in the medium term, 50,000 new subscribers.While specialists agree on a strong growing interest for documentary cinema, it is clear that at the European level, SVOD services available today do not reflect the diversity of European creations. By positioning itself as an alternative on the market and with the help of an enriched network of European partners, Tënk wants to pursue its geographical development. Our action plan therefore meets a twofold objective: to promote access to European works while significantly improve the quality of the platform's user experience. To this end, our promotional and marketing strategy is deployed along two lines: a specific approach for Italy and Germany (two countries where we have set up cross-border partnerships from 2019 and on) and a more global approach to promote Tënk at a European scale.While the MEDIA 2019-2020 programme has made it possible to significantly improve the usability of the interface thanks to an ergonomic audit, the MEDIA 2020-2021 project extends this effort and will make it possible to implement new innovative functionalities for the subscribers. Starting from December 2020, our multilingual site (English, French, German and Italian) will offer a new commercial offer that combines SVOD and VOD in order to efficiently monetize the European catalogue. Starting from March 2021, the site will integrate community and algorithmic recommendations to improve the support to our subscribers in their viewing choices.