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Showtime Anytime Launch

Category
Strategy
About This Project

Showtime Anytime OTT Service Business Launch Strategy

 

Challenge:

 

With record numbers of cord-cutters, and Netflix and Hulu gaining traction, Showtime knew it was only a matter of time before its had to launch a service outside of its traditional cable channel. Given that consumer expectations and preferences were rapidly shifting, an actionable go-to-market strategy was needed. As Showtime was used to simply distributing through MVPDs (multi-channel video providers, AKA cable companies), it also needed to know how to market to and handle e-commerce for individual consumers.

 

 

Solution:

 

We led the client to understand the capabilities necessary to launch a Direct-to-Consumer (DTC) Over-The-Top (OTT) / Subscription Video on Demand (SVOD) service, augmenting a TV Everywhere app across smartphone, tablet, laptop, and OTT devices, and establishing a new revenue stream reaching a previously alienated consumer segment.

 

We outlined the e-commerce, customer service, subscription billing, and digital marketing capabilities necessary to launch the service. We also conducted a vendor comparison across eighteen service providers and identified streaming consumption market trends, device usage patterns, and demographic profiles to advise a roll-out strategy, and conducted a market-sizing estimate to help guide the business strategy decision.

 

 

Results:

 

Reaching four million subscribers within the first year, and well on its way to eight million by 2020 and expansion into international countries, Showtime’s results quickly confirmed our analysis that this delivery platform is to be instrumental to the future of its business.

 

Team:

Lead Strategist & Senior Consultant – Marcus De Paula