Netflix als Hilfeschrei

Das mögliche Eintreten von Netflix auf den deutschen Markt wird ja fast so sehr herbeigesehnt, wie das Erscheinen des Heilands höchstpersönlich. Warum eigentlich?

Thomas Lückerath hat auf DWDL einen ausführlichen Artikel zum Netflix-Hype in Deutschland veröffentlicht. Darin macht er klar, dass die hohen Erwartungen sich aller Voraussicht nach nicht erfüllen werden. Das liegt zum einen daran, dass auch Netflix für ein gutes deutsches Angebot auf Lizenzen angewiesen ist. Und viele dieser Streaming-Lizenzen sind für den deutschen Markt schon an Wettbewerber vergeben, angefangen von Sky über Maxdome und Watchever bis hin zu Amazon Prime. Dass Netflix in Amerika ein gutes Angebot an Serien und Spielfilmen hat, bedeutet also noch lange nicht, dass das auch in Deutschland der Fall wäre.

Im Übrigen ist das Angebot von Netflix auch in den USA nicht so gut, wie man beim sehnsüchtigen Blick über den Atlantik gerne vermutet. Wer Zugang zu einem amerikanischen Netflix-Account hat, weiß beispielsweise, dass sämtliche HBO-Serien nicht auf Netflix zu finden sind.

In der Tat haben wir mit Maxdome, Watchever, Entertain und neuerdings auch Amazon Prime bereits ein gutes Angebot an Streaming-Anbietern. Der Eintritt von Netflix in den deutschen Markt wird dieses Angebot bestenfalls ergänzen – eine Revolution wird es nicht.

Lückerath stellt völlig richtig fest, dass der große Hype um Netflix sich wohl weniger aus der Sehnsucht nach einem gutem Streaming-Angebot nährt als vielmehr in der Hoffnung, dass dann auch in Deutschland bessere Serien produziert werden. Dabei hat Netflix auf diesem Gebiet bislang lediglich mit „House of Cards“ große Aufmerksamkeit erregt, die meisten der hochgelobten Serien stammen nach wie vor von Pay-TV-Sendern. Und ob Netflix überhaupt auch Serien für den deutschen Markt produzieren wird, steht noch völlig in den Sternen. Lückerath schließt daher:

Wunder vollbringen kann auch Netflix nicht. Je intensiver man sich auf diese Spurensuche einlässt, desto deutlicher wird am Ende: Die deutsche Hoffnung auf Netflix ist ein Hilfeschrei. Nicht Netflix ist so unglaublich gut — das deutsche Fernsehen nur oft so unfassbar schlecht.“

Was das deutsche Publikum will ist vor allem ein höheres erzählerisches Niveau im Serienbereich. Das können – oder wollen – die deutschen Free-TV-Sender aber bislang nicht bieten, auch wenn in letzter Zeit ein wenig Bewegung in den Markt zu kommen scheint.

Eine deutsche Antwort auf den Netflix-Erfolg ist also keine technische Frage. Es ist eine Frage des Storytellings. Darauf sollten sich die Anstrengungen konzentrieren. Eigene serielle Produktionen sind der Schlüssel zum Erfolg des Fernsehens dieser Tage.“

Lückerath hat Recht: die Bedeutung von eigenproduzierten Serien ist durch das Abflauen der Casting- und Reality-TV-Welle so groß wie lange nicht mehr. Der einstige Marktführer RTL kann ein Lied davon singen, aber auch die anderen Sender haben sich viel zu lange auf ihren Quoten-Lorbeeren ausgeruht.

Trotzdem gibt es bei allen großen deutschen Sendern bislang bestenfalls zaghafte Versuche, in die schöne neue Serienwunderwelt aufzubrechen. Das ist zu wenig und vielleicht auch schon zu spät.

 

72 thoughts on “Netflix als Hilfeschrei

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