In the struggle 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 shoppers on prime of their main subscription. That journey has required the longtime premium cable TV community to rethink its target market, 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 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 means of which his staff decided new pricing, new content material technique and worldwide enlargement.
Below 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Jeffrey Hirsch: What we discovered from the info was girls have been driving our transition from the outdated world to the brand new world. We did a bunch of analysis and realized that ladies are twice as seemingly to purchase apps beneath $10, their lifetime worth is increased, they’re extra loyal and so they change into a guerilla advertising 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 is a common feminine perspective, there’s an African American feminine perspective and there’s a Latina perspective. If you take a look at our programming, we acquired there based mostly on the power of our present “Power,” which is our greatest present and is 65% African American feminine, after which “Outlander,” which is over 80% feminine.