Italian
CNN’s new digital strategy: A closer look at their subscription model
CNN’s bold move into the subscription arena
CNN is making a significant shift in its digital strategy, aiming to boost revenue through a new subscription model. Starting soon, heavy users of CNN.com will be prompted to consider a subscription that offers additional content behind a paywall. This initiative, priced at $3.99 per month or $29.99 per year, is part of CNN’s broader strategy to build a direct-to-consumer business.
Alex MacCallum, CNN Worldwide’s Executive Vice President of Digital Products and Services, emphasizes that this move is a foundational step towards creating a robust business line that complements CNN’s existing affiliate and advertising revenue streams.
Learning from past ventures
CNN’s foray into subscription products isn’t entirely new. The network previously launched CNN+ in 2022, a service that was discontinued just weeks after its debut. CNN+ offered subscribers access to a library of original series and new shows featuring prominent anchors. Despite its short-lived existence, the experience provided valuable insights that are now being applied to the new subscription model.
MacCallum, who played a key role in the development of CNN+, returned to CNN in January to help spearhead this new initiative. The focus is now on leveraging CNN.com’s existing user base, which boasts over 150 million monthly visitors, to convert them into paying subscribers.
Enhancing the user experience
Subscribers to CNN.com will enjoy several exclusive features, including a library of “flash” documentary programs on recent topics and an interactive feature that allows users to explore the paths of presidential candidates to 270 electoral votes. Over time, subscribers can expect more video content and greater involvement from recognizable CNN anchors and correspondents.
While text articles remain a cornerstone of CNN.com, the network plans to gradually introduce more video content and access to experts in various fields. Additionally, CNN aims to expand its lifestyle content, potentially featuring projects similar to Anthony Bourdain’s “Parts Unknown” or health-focused segments with Dr. Sanjay Gupta.
Competing in the streaming landscape
CNN faces new pressure to succeed in the streaming space as its rivals have already made significant strides. CBS News, NBC News, and ABC News offer multiple hours of streaming newscasts each weekday, while Fox News Channel operates a subscription-based streaming service, Fox Nation, which includes documentaries, stand-up comedy, and faith-based programming.
MacCallum acknowledges that building a substantial subscription base for CNN.com will take time, estimating a couple of years for significant growth. Key CNN journalists will play a critical role in developing video products, and the network is prepared to adapt and learn throughout the process.
Differentiating from CNN Max
It’s important to note that a CNN.com subscription will not include access to the live programming available on CNN’s linear cable network. However, subscribers to CNN Max, a product tailored for users of the Max streaming service, will be able to sign in separately on CNN.com to watch regular programs hosted by Jake Tapper, Abby Phillip, Jon Berman, and others.
The future of CNN’s digital content
CNN’s new subscription model represents a strategic effort to diversify its revenue streams and adapt to the evolving media landscape. By offering exclusive content and enhancing the user experience, CNN aims to build a loyal subscriber base that values the network’s unique offerings.
Did you enjoy this article? Share it on your social channels and let us know your thoughts! Don’t miss out on the latest updates! Follow us on social media to stay informed about the newest releases.
