The venture, Nytell says, “is a completely natural step for us.” Which is of course why its taken so long to happen, and why so far Sweden is the first and only market where Nextory has initiated the model rather than inherited it.
According to Nextory ‘s content manager Magnus Nytell, “Our subscribers have been asking for magazines for a long time and expressed that it would be convenient to have books and magazines collected in one app.”
While I love the casual portrayal of Nextory consumers as having these two-way conversations with the company, I suspect the reality has little to do with Swedish punters calling in to Magnus and CEO Shadi Bitar and expressing their desire to read news and mags as part of the streaming service, and everything to do with the data coming in from Nextory France and Nextory Spain.
In August last year Nextory made a dramatic entrance into the Spain market by acquiring Nubico, and later in the year Nextory repeated the exercise in France, buying out Youboox.
Both Nubico and Youboox offered news and magazines as part of the package and a year on Bitar has been able to examine the data and conclude this is a viable addition to its other streaming operations.
The roll-out starts in Sweden, where PrivatAffarer carries news that Nextory has signed a deal with Aller news and is working to onboard other news and magazine publishers.
The venture, Nytell says, “is a completely natural step for us.”
Which is of course why its taken so long to happen, and why so far Sweden is the first and only market where Nextory has initiated the model rather than inherited it.
The big questions are a) whether Nextory’s rivals will follow suit, and b) whether Bitar will in the future take the “completely natural” next step and add other streaming content – music and video – to the platform to make it more appealing for an IPO and eventual sale.