Within the conflict between subscription video on-demand (SVOD) companies like Netflix and Amazon Prime Video, Starz has been rising on the sidelines and combating to be the popular add-on for customers on prime of their main subscription. That journey has required the longtime premium cable TV community to rethink its audience, content material technique and pricing.
It now has greater than 1,000,000 subscribers on its direct-to-consumer video platform and roughly seven million subscribers when together with all of the customers of different SVOD companies within the U.S. who pay for Starz as an add-on. I just lately spoke to Jeffrey Hirsch, the corporate’s CEO since final September (and COO earlier than that), about how he defines Starz’ total technique now and the method by way of which his staff decided new pricing, new content material technique and worldwide enlargement.
Under is our dialog, edited for size and readability:
TechCrunch: Who do you consider as Starz’ core viewers?
Jeffrey Hirsch: What we discovered from the info was girls have been driving our transition from the previous world to the brand new world. We did a bunch of analysis and realized that ladies are twice as seemingly to purchase apps underneath $10, their lifetime worth is increased, they’re extra loyal and so they grow to be a guerilla advertising and marketing engine for the corporate.
We refined our programming technique domestically to focus premium content material on the feminine viewers. There’s three sorts of demos beneath that: There’s a common feminine standpoint, there may be an African American feminine standpoint and there’s a Latina standpoint. Should you have a look at our programming, we bought there primarily based on the power of our present “Energy,” which is our greatest present and is 65% African American feminine, after which “Outlander,” which is over 80% feminine.