Donald Buckley EVP, CMO Showtime Networks Inc.
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HOMELANDORIGINAL SERIES
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SHOWTIME CHAMPIONSHIP BOXING®
SHOWTIME SPORTS®
PADDINGTON Hollywood Hits
Now Playing on SHOWTIME® BILLIONS
A SHOWTIME® Original SeriesSHAMELESS
A SHOWTIME® Original Series
PENNY DREADFUL ALL NEW SEASON!
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HOMELANDORIGINAL SERIES
SHAMELESSORIGINAL SERIES
RAY DONOVANORIGINAL SERIES
SHOWTIME CHAMPIONSHIP BOXING®
SHOWTIME SPORTS®
BILLIONSNEW ORIGINAL SERIES
SHAMELESS HOMELAND RAY DONOVAN HOUSE OF LIES
BILLIONS PENNY DREADFUL SHOWTIME CHAMPIONSHIP BOXING® THE FORGER
WHAT YOU WANT WHEN YOU WANT
REVENUE
Satco
Cable
Telco
OTT
OnDemand 2002
Dexter
OnDemand 2002
Dexter 2006
Anytime
OnDemand 2002
Dexter 2006
Anytime 2010
Homeland
OnDemand 2002
Dexter 2006
Anytime 2010
Homeland 2011
Ray Donovan
OnDemand 2002
Dexter 2006
Anytime 2010
Homeland 2011
Ray Donovan 2013
24
BEST SERIES DEBUT EVER! BEST SERIES DEBUT EVER
The Base Business
Nearly 24 Million SHOWTIME Subscribers
100 Million Households
WATCHES:)Ray$Donovan$
The$Affair$Homeland$
WATCHES:)Shameless$Billions$Penny$Dreadful$Ray$Donovan$A$Season$with...$
Watches:))Series$&$Movies$
Binge)Watcher)On)TV)&)iPad$
Mainly)Watches:))Series$
Watches:)On$TV$
Everything Was
Changing
?Program Promotion
Customer Service
Subscriber Acquisition
Who is the audience?
Research, Creative Advertising, Program Marketing, Media &
Promotions, Affiliate Marketing, Finance, Digital Media, Product
Development and Strategic Planning
C
ro
s
s
De
p
art
tF
e e
c
sa
k
l
m
n
a
or
Research, Creative Advertising, Program Marketing, Media &
Promotions, Affiliate Marketing, Finance, Digital Media, Product
Development and Strategic Planning
Cross Depart t t Fe ecsa klm n a orT
• Redefine roles
• Identify and acquire expertise
• Create new ones
Latent Demand
1. There’s a new way to get Showtime
2. A Broadband connection is all you need
3. Watch every show, every season, whenever you want
Acquisition Audience
Segmentation
Who are they?
Knowledge Transfer
Greater Knowledge
100 MillionIncluding ~24 million traditional subscribers
Deficient Over Simplification
Cord Nevers
Basic Only
Cord Cutters
Premium Subscribers
Cord Cutters
Cord Nevers
Basic Only
Premium Subscribers
Showtime Strategic Segments
LIFETIME VALUE
LIFETIME VALUE
LIFETIME VALUE
ABILITY TO REACH
AND CONVERT
ABILITY TO REACH
AND CONVERT
ABILITY TO REACH
AND CONVERT
ABILITY TO
REACH AND CONVERT
Showtime Engagement Segments
TRIGGERS
TRIGGERS
TRIGGERS
TRIGGERS
NEEDS
NEEDS
NEEDS
NEEDS
DRIVERS
DRIVERS
DRIVERS
DRIVERS
1. Variance comparisons
2. Lookalike identification
3. Segment selection
Demographics• Age• Household
structure• Marital status• Education level• Income
Internet and Social Media
Usage
Favorite Elements
of SOI Concept Statement
Favorite Types
of Programming
Plans to Change
Premium Access Soon
Streaming Devices and
Services
Relevance / Favorite
Elements of SOI Concept
Statement
Streaming, Binging and Password Borrowing
Familiarity of SHO Series
and Attribution
to SHO
Media Consumption /
Online Shopping Behaviors
Distinct Groups
1
2
3
4
5
12
13
6
7
8
9
10
11
100 Million Households
Interested Not Interested
40 Million Households
Messaging receptiveness
3 SegmentsDigital nativity
Cultural relevance
Entertainment enthusiasm
Group 1
Group 2
FOMO
Group 3
What’s Next?
Transaction data
Middleware
Titles Activity
Customer data
Internal Marketing Feed
Viewership data
Transactions Customers Viewership
Marketing Automation Platform
Consumer Engagement
Agency
Cross Departmental
Task Force
Thank You