CNN Reboots Streaming Strategy with New Service – Can They Avoid the CNN+ Fate?
CNN is making another push into the streaming world, announcing a new, yet-to-be-named service, marking a significant shift in strategy for the network. This move comes just three years after the highly publicized and swift demise of CNN+, the previous streaming venture that lasted a mere month. The question on everyone’s mind: Can CNN learn from past mistakes and finally find success in the crowded streaming landscape?
The abrupt shuttering of CNN+ in April 2022, shortly after Warner Bros. Discovery completed its merger with WarnerMedia, sent shockwaves through the media industry. The service, which launched with a focus on premium, exclusive content, including interviews with Chris Cuomo and a series hosted by Kevin Spacey (later removed), cost Warner Bros. Discovery a reported $300 million. The decision to pull the plug was a clear signal of the new leadership’s commitment to cost-cutting and a more focused approach to news distribution.
What’s Different This Time?
While details are still scarce, CNN executives have emphasized a fundamentally different approach to this new streaming service. Unlike CNN+, which aimed for a standalone, premium offering, the new service is expected to be integrated with HBO Max (now Max), leveraging the platform’s existing subscriber base and content library. This integration strategy significantly reduces the risk of needing to build a subscriber base from scratch and allows CNN to tap into Max’s established infrastructure and marketing reach.
Furthermore, the new service will likely focus on CNN’s core strength: breaking news and live events. Expect to see live streams of CNN’s flagship programs, breaking news coverage, and behind-the-scenes access. While exclusive content will still be a component, the emphasis will be on delivering the CNN experience viewers already know and trust, but in a streaming-friendly format.
The Streaming Landscape is Changing
The timing of CNN’s relaunch is interesting, given the rapidly evolving streaming landscape. The “streaming wars” have cooled somewhat, with many services facing subscriber churn and profitability challenges. Consumers are increasingly selective about which services they subscribe to, and bundling is becoming a popular strategy. CNN’s integration with Max aligns with this trend, offering a more compelling value proposition to potential subscribers.
Challenges Remain
Despite the revised strategy, CNN faces significant challenges. The memory of CNN+’s failure lingers, and skepticism among consumers and investors is understandable. The service will need to demonstrate a clear value proposition and effectively compete with other news and entertainment streaming options. Successfully integrating CNN’s content into Max without alienating existing Max subscribers is also crucial. The success of this venture will depend on careful planning, effective execution, and a deep understanding of the evolving needs of news consumers.
Ultimately, CNN's new streaming service represents a high-stakes gamble. Whether they can avoid repeating the mistakes of CNN+ and carve out a successful niche in the streaming world remains to be seen. The media landscape is watching closely.
