listening to your audience, digiday video anywhere summit, april 10th
TRANSCRIPT
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Donald Buckley EVP, CMO Showtime Networks Inc.
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SHOWTIME ANYTIME® AND SHOWTIME ON DEMAND® ARE NOT AVAILABLE ON ALL SYSTEMS. CHECK WITH YOUR LOCAL SERVICE PROVIDER FOR MORE DETAILS.
AWARD WINNING ORIGINAL SERIES
HOLLYWOOD HITS
POWERHOUSE SPORTS
ALL IN STUNNING HD!
SHOWTIME CHAMPIONSHIP BOXING®
SHOWTIME SPORTS®
RAY DONOVANORIGINAL SERIES
SHAMELESSORIGINAL SERIES
HOMELANDORIGINAL SERIES
NEW SHOWTIME® ORIGINAL SERIES
ORDER SHOWTIME® NOW AND YOU CAN GET
$25 CASH BACK *
Limited offer expires XX/XX/XX. Monthly Cable TV and equipment fees are additional. Any introductory premium service subscription offers are good only for the time specified; therea"er, standard monthly premium service fees apply. Limited cable required to receive optional services featured. Offer does not apply to premium services already subscribed to by customer. Offer may apply to standard installation/connection on one TV set in wired serviceable areas: other installations/connection or relocation fees may apply to additional TV sets. Offer may vary and other restrictions may apply. Not all services available in all areas.
©2016 Showtime Networks Inc. All rights reserved. SHOWTIME, THE MOVIE CHANNEL and related marks are trademarks of Showtime Networks Inc., a CBS Company. You must be a subscriber of SHOWTIME to receive SHOWTIME ON DEMAND and SHOWTIME ANYTIME. “Billions”, “Ray Donovan”, “Penny Dreadful” & “House Of Lies”: ©Showtime Networks Inc. All rights reserved. “Homeland”: ©Twentieth Century Fox Film Corporation. All rights reserved. “Shameless”: ©Warner Bros. Entertainment Inc. All rights reserved.
Call 1-800-XXX-XXXX Today!
PLUS, ASK ABOUT OUR SPECIAL BUNDLE OFFERS.
Get SHOWTIME® with SHOWTIME ON DEMAND® and THE MOVIE CHANNELTM
for only $8.95 per month for 12 months.
SHOWTIME CHAMPIONSHIP BOXING®
SHOWTIME SPORTS®
PADDINGTON Hollywood Hits
Now Playing on SHOWTIME® BILLIONS
A SHOWTIME® Original SeriesSHAMELESS
A SHOWTIME® Original Series
PENNY DREADFUL ALL NEW SEASON!
A SHOWTIME® Original Series
HOUSE OF LIESALL NEW SEASON!
A SHOWTIME® Original SeriesRAY DONOVAN
A SHOWTIME® Original SeriesHOMELAND
A SHOWTIME® Original Series
ORIGINAL SERIES • MOVIES • SPORTS • COMEDY • DOCUMENTARIES • REALITY
SHOWTIME®
HAS WHATEVER YOU’RE IN THE MOOD FOR!
THANKS FORSTAYING WITH SHOWTIME®
Save a subscriber and YOU CAN WIN!Each time you convince another subscriber to stay tuned for the outstanding programming on SHOWTIME®, you’ll have another chance to win a prize!
Simply complete the information on the back of this card and give it to your supervisor.
HOMELANDORIGINAL SERIES
SHAMELESSORIGINAL SERIES
RAY DONOVANORIGINAL SERIES
SHOWTIME CHAMPIONSHIP BOXING®
SHOWTIME SPORTS®
BILLIONSNEW ORIGINAL SERIES
SHAMELESS HOMELAND RAY DONOVAN HOUSE OF LIES
BILLIONS PENNY DREADFUL SHOWTIME CHAMPIONSHIP BOXING® THE FORGER
WHAT YOU WANT WHEN YOU WANT
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REVENUE
Satco
Cable
Telco
OTT
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OnDemand 2002
Dexter
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OnDemand 2002
Dexter 2006
Anytime
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OnDemand 2002
Dexter 2006
Anytime 2010
Homeland
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OnDemand 2002
Dexter 2006
Anytime 2010
Homeland 2011
Ray Donovan
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OnDemand 2002
Dexter 2006
Anytime 2010
Homeland 2011
Ray Donovan 2013
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24
BEST SERIES DEBUT EVER! BEST SERIES DEBUT EVER
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The Base Business
Nearly 24 Million SHOWTIME Subscribers
100 Million Households
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WATCHES:)Ray$Donovan$
The$Affair$Homeland$
WATCHES:)Shameless$Billions$Penny$Dreadful$Ray$Donovan$A$Season$with...$
Watches:))Series$&$Movies$
Binge)Watcher)On)TV)&)iPad$
Mainly)Watches:))Series$
Watches:)On$TV$
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Everything Was
Changing
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?Program Promotion
Customer Service
Subscriber Acquisition
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Who is the audience?
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Research, Creative Advertising, Program Marketing, Media &
Promotions, Affiliate Marketing, Finance, Digital Media, Product
Development and Strategic Planning
C
ro
s
s
De
p
art
tF
e e
c
sa
k
l
m
n
a
or
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Research, Creative Advertising, Program Marketing, Media &
Promotions, Affiliate Marketing, Finance, Digital Media, Product
Development and Strategic Planning
Cross Depart t t Fe ecsa klm n a orT
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• Redefine roles
• Identify and acquire expertise
• Create new ones
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Latent Demand
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1. There’s a new way to get Showtime
2. A Broadband connection is all you need
3. Watch every show, every season, whenever you want
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Acquisition Audience
Segmentation
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Who are they?
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Knowledge Transfer
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Greater Knowledge
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100 MillionIncluding ~24 million traditional subscribers
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Deficient Over Simplification
Cord Nevers
Basic Only
Cord Cutters
Premium Subscribers
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Cord Cutters
Cord Nevers
Basic Only
Premium Subscribers
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Showtime Strategic Segments
LIFETIME VALUE
LIFETIME VALUE
LIFETIME VALUE
ABILITY TO REACH
AND CONVERT
ABILITY TO REACH
AND CONVERT
ABILITY TO REACH
AND CONVERT
ABILITY TO
REACH AND CONVERT
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Showtime Engagement Segments
TRIGGERS
TRIGGERS
TRIGGERS
TRIGGERS
NEEDS
NEEDS
NEEDS
NEEDS
DRIVERS
DRIVERS
DRIVERS
DRIVERS
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1. Variance comparisons
2. Lookalike identification
3. Segment selection
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Demographics• Age• Household
structure• Marital status• Education level• Income
Internet and Social Media
Usage
Favorite Elements
of SOI Concept Statement
Favorite Types
of Programming
Plans to Change
Premium Access Soon
Streaming Devices and
Services
Relevance / Favorite
Elements of SOI Concept
Statement
Streaming, Binging and Password Borrowing
Familiarity of SHO Series
and Attribution
to SHO
Media Consumption /
Online Shopping Behaviors
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Distinct Groups
1
2
3
4
5
12
13
6
7
8
9
10
11
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100 Million Households
Interested Not Interested
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40 Million Households
Messaging receptiveness
3 SegmentsDigital nativity
Cultural relevance
Entertainment enthusiasm
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Group 1
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Group 2
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FOMO
Group 3
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What’s Next?
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Transaction data
Middleware
Titles Activity
Customer data
Internal Marketing Feed
Viewership data
Transactions Customers Viewership
Marketing Automation Platform
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Consumer Engagement
Agency
Cross Departmental
Task Force
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Thank You