Berlin, August 4, 2025 — Germany’s Federal Cartel Office has approved a joint venture between RTL2 and Warner Bros. Discovery to consolidate the marketing of their television advertising space. The move marks a significant step toward collaboration among smaller players in a media market increasingly shaped by global streaming giants.
The newly established company will centralize ad sales for both broadcasters, combining RTL2’s El Cartel Media and Warner Bros. Discovery’s in-house advertising operations.
“The television world is undergoing a transformation,” said Andreas Mundt, President of the Federal Cartel Office. “This cooperation is permissible under merger control law and may even promote competition, given the relatively small market shares of the parties involved.”
While similar collaborations have previously faced regulatory barriers, the authority noted that the current market dynamics — dominated by major broadcasters like RTL and ProSiebenSat.1 and increasingly challenged by global platforms such as Netflix, Amazon Prime, Disney+, and YouTube — have shifted the competitive landscape. The regulator now views the advertising market more broadly as a “big screen” ecosystem, which goes beyond traditional TV and includes streaming and digital video platforms.
Market Context
- RTL2, despite its name, is not a subsidiary of RTL Group but a joint venture involving RTL and other media investors. Its content is available not only via its free-to-air channel but also on RTL+ and other digital platforms.
- Warner Bros. Discovery operates a range of free-to-air and pay-TV channels in Germany, including DMAX, TLC, Tele 5, Eurosport, Discovery Channel, and Cartoonito. The company is also active in film, games, and licensing.
Both companies generate significantly less advertising revenue than the market leaders but are seeking to strengthen their market position amid rising competition and technological disruption.
The Cartel Office emphasized that the joint venture is unlikely to reduce competition and could help maintain a diverse media environment in Germany.
Source: https://www.bundeskartellamt.de/SharedDocs/Meldung/DE/Pressemitteilungen/2025/08_04_25_RTL2.html
