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Plejmo played a significant role in the Nordic streaming market, evolving from the early days of digital rentals to one of the region’s largest VOD platforms before its transition to Blockbuster.
From Film2Home to Plejmo – A Rebrand for the Digital Era
Plejmo began its journey in 2002 as Film2Home, a Swedish video-on-demand (VOD) service offering digital movie rentals and purchases. In 2014, the platform rebranded to Plejmo, aiming to modernize its image and better compete in the evolving digital entertainment market. The rebranding was part of a broader strategy to align the service with the changing consumption patterns of digital media in the Nordic region. The new identity sought to position Plejmo as a contemporary and user-friendly platform for streaming movies across Sweden and neighboring countries (Rebrand.com).
Acquisition by Magine TV
In September 2015, Magine TV, a cloud-based television service, acquired the assets of Film2Home AB, the company behind Plejmo. This acquisition was part of Magine’s strategy to expand its offerings by integrating Plejmo’s extensive movie library into its platform (Broadband TV News).
Expansion and Electronic Sell-Through (EST)
Under Magine’s ownership, Plejmo introduced Electronic Sell-Through (EST) in May 2016, allowing customers to purchase and own digital copies of movies. This initiative expanded Plejmo’s catalog to over 2,000 titles, making it one of the largest EST collections available in Sweden at the time. All registered users were able to stream and download these movies, enhancing the platform’s appeal to consumers seeking permanent access to digital content. (Broadband TV News).
CRM Strategy and User Growth
Plejmo implemented a comprehensive Customer Relationship Management (CRM) strategy to enhance user engagement and retention. By leveraging data analytics and personalized communication, the platform successfully scaled its operations across the Nordics, reaching over 500,000 subscribers in four countries (Upvise).
Discontinuation and Transition to Blockbuster
In June 2019, Magine decided to discontinue Plejmo as part of its strategic shift to focus solely on its B2B offerings through Magine Pro. An agreement was made with the Danish streaming service Blockbuster to transfer Plejmo’s customers, ensuring continuity of service for users across the Nordic countries.
The End of Plejmo
Plejmo’s story highlights both the opportunities and challenges of the streaming industry. Despite its early innovations and strong regional presence, the service ultimately couldn’t withstand the intense competition from global giants like Netflix and Amazon Prime. By transitioning its customers to Blockbuster, Plejmo ensured a soft landing for its loyal users, marking the end of an era for one of the Nordic region’s pioneering VOD platforms (M3).
