Showtime Launches Over-the-Top Service with Existing Branding
Meghan Young — June 4, 2015 — Tech
References: sho & techcrunch
Television networks such as HBO, Bell Media and more have introduced their own standalone streaming services through new branding, yet Showtime has decided to forego such theatrics to focus on what really matters: The content and cost. By embracing its existing brand for the new over-the-top service, Showtime maintains familiarity for consumers on various levels.
Beyond that, Showtime hopes to entice new subscribers through competitive pricing -- $11 versus HBO NOW's $15 -- as well as coinciding its launch with the premiere of two of its more popular shows, “Ray Donovan” and “Masters of Sex." Partnering up with Apple to work exclusively with their devices, Showtime will attract young cord cutters in an effort to stay relevant.
Beyond that, Showtime hopes to entice new subscribers through competitive pricing -- $11 versus HBO NOW's $15 -- as well as coinciding its launch with the premiere of two of its more popular shows, “Ray Donovan” and “Masters of Sex." Partnering up with Apple to work exclusively with their devices, Showtime will attract young cord cutters in an effort to stay relevant.
Trend Themes
1. Over-the-top Services - Companies are launching their own standalone streaming services to provide consumers with an all-in-one experience that caters to their preferences.
2. Competitive Pricing - Streaming platforms are offering competitive pricing in order to attract consumers who are looking for affordable entertainment options.
3. Branding Integration - Standalone streaming services are integrating their existing brand into their new product offerings, aiming to leverage their brand recognition to attract consumers.
Industry Implications
1. Television and Entertainment - Television and entertainment companies are competing to offer consumers affordable, accessible, and personalized viewing experiences through the use of standalone streaming services.
2. Technology and Devices - Technology and device providers are partnering with standalone streaming services to provide consumers with an optimized streaming experience on their platforms.
3. Marketing and Advertising - Marketing and advertising companies are collaborating with standalone streaming services to develop innovative strategies to attract new subscribers and retain existing ones.
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