Discovery+ Seeks Global Growth

quotThe Discovery brand promise is around bringing consumers content that is full of life and consists of peoplepowered storiesquot said Patrizio quotPatoquot Spagnoletto Global Chief Marketing Officer DirecttoConsumer Discovery Inc Wednesday at the 4A39s Decisions 2022 virtual conference The session was moderated by Wendy Aldrich Executive Vice President Managing Partner UMThe service currently has 50000 episodes of content in its library from new and past seasons And Spagnoletto saidamp160that one of discovery39s biggest advantages is that it can operate as a complementary rather than competitive offering to such subscription streaming services like Netflix Apple TV Disney and Amazon Prime VideoquotOur content looks and feels different from most other streaming shows or networks it39s primarily unscriptedquot Spagnoletto noted quotOur job is to make sure consumers see value in our service enough value that they not only come to us but stay with usquotConcerning the future of streaming Spagnoletto said he personally believes that the streaming world will eventually boil down to a quotset of tierone services that consumers will keep month over month amp8230 and then I think there will be a second set where people come in and out based on the contentquotRight now the average consumer subscribes to four services and there are more than 100 services availablequot he continued quotThese will eventually funnel down to three maybe four at most I think that will force rethinking from the distribution perspective on how to maximize the margins on various businessesquotThe key is to keep subscribers in place by constantly offering new and desirable content and building their brand loyaltyquotThe content is important 100 It39s king as they say The brand is going to become equally importantquot he asserted quotWhat I mean by that is if you sit down in front of your TV and you have that moment of decision and you see all the apps in there aside from the content you already know is there when you39re in discovery mode we want you to think that there39s a high likelihood that you will find something new and entertaining with discoveryquotNeedless to say Discovery Inc was already a global content company long before the streaming service launched Besides its global distribution of established content brands known in the US Discovery is the parent company to Eurosport which owns the rights to broadcast the Olympics in 50 countries and territories in 19 languagesquotWe have a very good international footprint that is founded in a lot of the work that Discovery has done years and decades beforequot Spagnoletto saidamp160But Discovery has no intention of stopping there quotWe will continue to invest in new and existing marketsquot he continued quotOne part of that is through content the second is from a marketing point of view and through building relationships with our consumersquotLocal productions around the world are part of the discovery focus moving forward quotOur content strategy exists in three concentric circlesquot Spagnoletto explained quotOne is producing global content that travels really well Two is producing global content that then becomes franchises and is localized in certain regions For example Naked and Afraid is global but we shoot local versions And three is producing and acquiring local content that still fits within our brand parameters that39s very unique to that market and to that regionquotWe39re doing more and more around commissioning local contentquot he concluded quotThat39s one of our main drivers of growthquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Discovery+ Seeks Global Growth

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Paige Albiniak

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