Unified Streaming App
RTL
🔒This case study reflects early-stage work and has been edited to respect confidentiality.
It may differ from RTL’s current live product.
Team —20+ of UX/Visual Designers, Strategists, Developers, Project Managers from AKQA and RTL
Backgournd
RTL aimed to unify its fragmented digital ecosystem, multiple services across brands, subscriptions, and platforms into one united platform.
Challenge
Eliminate confusion from fragmented services and inconsistent user experiences
RTL operated multiple apps and services, each with its own longin, subscription model, and design identity. This made it difficult for users to access content and led to a lack of consistency in both visuals and user experience.“Nearly half (47%) of U.S. consumers say they’re frustrated by the growing number of subscriptions and services required to watch what they want.” Deloitte
Goal
Unify RTL’s multi-category, multi-channel content under one subscription to reduce friction and position the platforms as a modern digital library.
Outcome
RTL+ launched in August 2022 as a unified plastform for TV, music, podcasts, audiobooks, and magazine, with one seamless entry point.
UX Strategy
Align product vision, brand architecture, and user journeys.
To shift perception from “multiple platforms” to “one RTL+ experience” we:RTL’s unified platform supports the company’s broader mission:
“Enable people to ‘Come Together’ through storytelling, technology, design, and user experience.”
Key Experience Principles
We shaped the app around these principles to drive engagement and clarity:
1. Unified home & Navigation
One entry point across RTL’s multi-category content
Aligned with RTL’s new brand story of “Unity and Diversity”, the platform brings RTL’s srvices into one shared home. The design highlights variety while reinforcing a cohesive experience, inspiring users to explore content across genres and formats2. Connected Content in One App
Discover related content without ever leaving the RTL+ app
RTL’s rich content library made it possible to recommend related content across media formats, helping users move between shows, music, podcasts, and more.3. Seamless Migration to RTL+ and Cross-Brand Adoption
To migrate users into RTL+, we created low-friction entry points across RTL’s media brands.
Our goal was to make the transition feel effortless, no new setup, no lost content, and no starting over.
More Screens
A catalyst for transformation - Launched in 2022, and numbers are still counting.
“76% of respondents between the ages of 14 and 49 see a discounted combination offer as attractive or very attractive.”
“With more than 3.4 million paying subscribers, RTL+ is the leading German streaming service.
“German Media Giant RTL Launches Video and Music Streaming App to Challenge Netflix, Disney+”
“RTL+ makes streaming easier than ever before.
A single subscription will give our customers access to an entertainment world of unparalleled diversity. ... they'll be able to watch more, listen more and read more than ever before.”
Matthias Dang & Stephan Schäfer, Co-CEOs of RTL Deutschland
A single subscription will give our customers access to an entertainment world of unparalleled diversity. ... they'll be able to watch more, listen more and read more than ever before.”
Matthias Dang & Stephan Schäfer, Co-CEOs of RTL Deutschland
Next up: The RTL+ Campaign Rollout