A+E Networks' Piper Rosenshein on Standing Out as a Niche Player in the Streaming Wars

Subscription Stories: True Tales from the Trenches

Robbie Kellman Baxter에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Robbie Kellman Baxter 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.

4+ y ago 29:10

MP3•에피소드 홈

Piper Rosenshein, VP Subscription Video Services at A+E Networks, shares her tips for creating a customer-centric approach and a lasting digital subscription model. Join Robbie and Piper as they discuss how to operationalize a digital subscription businesses, how to minimize cannibalization in a business that already has a successful model, and how to manage a recurring revenue business in a time of change.

Piper's Bio:

Piper Rosenshein is Vice President, Subscription Video Services (SVOD) at A+E Networks. In this role, she is the general manager of A&E Crime Central, Lifetime Movie Club and HISTORY Vault, and she oversees all aspects of the business. Prior to joining A+E Networks in 2017, Piper was the Executive Director of Customer Experience at The New York Times. She has deep expertise in CRM, email marketing, direct marketing and eCommerce garnered through previous professional roles at American Express, Barnes & Noble, Coach, and Saks Fifth Avenue. Piper received a BA from Tulane University and an MBA from New York University.

Highlights from this episode:

1:50 -- Piper describes her career path and experience with subscription businesses

4:08 -- Why Piper chooses to work at companies with a membership mindset

5:40 -- Subscription vs. retail business models

6:53 -- The start of subscription at A&E (Lifetime Movie Club and HISTORY Vault)

10:23 -- The metrics used to measure success within the new subscription products

13:21 -- Linear audience vs. Subscribing audience

15:53 -- The importance of data and customer feedback

17:42 -- The role of A&E’s “vault” in building their subscription

19:37 -- The challenges and opportunities brought by COVID-19

21:04 -- Balancing caring for the community and making smart marketing moves

23:16 -- How A&E onboards for engagement in response to a spike in usage

25:21 -- Financial vs. non-financial goals

26:10 -- Robbie’s Speed Round

Links:

Piper’s LinkedIn: https://www.linkedin.com/in/piperrosenshein/
A&E Networks: https://www.aenetworks.com/
Lifetime Movie Club:https://www.lifetimemovieclub.com/
HISTORY Vault: https://www.historyvault.com/
Podcast Website: https://robbiekellmanbaxter.com/podcast
Robbie’s Book THE FOREVER TRANSACTION: https://robbiekellmanbaxter.com/the-forever-transaction/