CNN Launches All Access Streaming Subscriptions for Viewers
CNN has unveiled its new streaming subscription service, All Access, marking a significant shift in media consumption. The service aligns with the growing trend of direct-to-consumer relationships and focuses on mobile-first news delivery. All Access offers multiple live TV streams, extensive video-on-demand content, and exclusive programming, catering primarily to cable cord-cutters and mobile news consumers.
Key Features of CNN All Access
- Multiple live TV streams of news coverage.
- Exclusive content, including live feeds from the field.
- Access to an on-demand video library.
- Interactive formats, allowing viewers to engage with hosts.
Mark Thompson, CNN’s CEO, emphasized that All Access is not just an enhanced version of CNN but encompasses all expected programming. The service includes prime-time shows from CNN’s existing cable lineup alongside additional hours from other CNN channels. This commitment to live content aims to establish a direct connection with viewers.
Interactive Content and Programming
One highlight is Anderson Cooper’s new interactive show, “All There Is Live,” which complements his podcast. Viewers will be able to interact through comments, a feature unavailable during his traditional newscast. Furthermore, the iconic “Anderson Cooper 360” is available on All Access, making it a competitive option for news enthusiasts.
Market Landscape and User Adoption
CNN’s previous attempt with CNN+ faced challenges, particularly the absence of flagship shows due to existing carriage contracts. These contracts limited distribution and profitability but are now evolving, allowing CNN to market directly to consumers. Research indicates that there are 18 million potential CNN subscribers in the U.S. who no longer have cable but are interested in subscription options.
Subscription Pricing and Plans
All Access is available starting at $6.99 per month or $69.99 annually. An introductory offer provides the first year’s access at $41.99. This strategic pricing approach is intended to attract users to commit to an annual plan, further enhancing subscriber stability for CNN.
Unique Positioning in the Media Industry
The launch of All Access comes amid a significant transition in the media landscape. Unlike other networks that have generally favored free, ad-supported streaming, CNN’s subscription model represents a bold move toward maintaining a direct relationship with its audience. By following a model similar to that of The New York Times, CNN aims to redefine how it connects with news viewers.
Thompson and MacCallum, former leaders in digital subscriptions at The Times, are now implementing similar strategies within CNN’s framework. They envision a complete multimedia experience, where live streaming and viewer engagement are central to the user experience.
Future Expansion Plans
As of now, CNN All Access is live in the U.S., with plans for international expansion in the future. The platform promises a wide range of programming options, including pop-up channels for breaking news and various special events. This breadth of content highlights CNN’s commitment to utilizing its strong global news reporting capabilities.
In conclusion, CNN All Access represents a forward-thinking approach to news broadcasting, blending live coverage with innovative viewer engagement strategies, in response to the shifting media consumption patterns of the modern audience.
