A+E Networks cuts subscriber costs in half with ContentDiscovery

Overview

A+E Networks dramatically reduced subscriber acquisition costs for their SVOD app, Lifetime Movie Club, using ContentDiscovery’s powerful machine learning targeting.

Challenge

Cost-effective subscriber growth

In the hyper-competitive streaming market, A+E Networks aimed to grow the subscriber base of their app, Lifetime Movie Club, at profitable price points. Advertising dollars had to be allocated wisely to target audiences who were likely to sign up and become loyal viewers. They also needed to measure their efforts in order to optimize their campaigns and accurately to ensure healthy returns.

The biggest edge that CD gives me as a marketer is data. Data in real-time, data around performance, data around our audience – just plain data.

Dana Ortiz

VP of Platform Marketing and Emerging Brands
A+E Networks

Solution

Machine learning-driven audience targeting

A+E Networks leveraged ContentDiscovery’s machine learning powered advertising platform to efficiently target potential Lifetime Movie Club subscribers. As the system familiarized itself with the app’s content and identified user profiles with a high likelihood of engagement, it optimized toward a low cost-per-subscriber with increasing efficiency.

Reporting available through the ContentDiscovery dashboard provided real-time insights into key metrics, including cost per install (CPI), cost per trial (CPT), and cost per subscriber (CPP), for both their overall campaign and each creative, allowing them to further fine-tune their user acquisition strategy.

Results

Significant reduction in subscriber acquisition cost

ContentDiscovery enabled A+E Networks to halve the subscriber acquisition cost for Lifetime Movie Club, significantly boosting campaign ROI. The ContentDiscovery dashboard granted them visibility into the effectiveness and profitability of their user acquisition (UA) efforts, providing actionable data for strategic decision-making.

One of our most successful campaigns that we’ve run with ContentDiscovery was with one of our SVOD products, Lifetime Movie Club. We were able to cut our cost per subscriber in half, and we saw great returns from that.

Dana Ortiz

VP of Platform Marketing and Emerging Brands
A+E Networks

Founded in 1984, A+E Networks, a joint venture between Hearst Communications and The Walt Disney Company, is a global broadcasting leader known for popular TV brands like A&E, History, and Lifetime.

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