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AMC is about to have its die-hard fans tiering up.
Ahead of the company’s in-person upfront on Tuesday at New York’s Jazz at Lincoln Center, AMC Networks is revealing several new offerings. In addition to expanding its Content Room and unveiling Audience+, its new, cross-platform targeting service, the company is announcing an upcoming ad-supported version of its AMC+ streaming service.
“The No. 1 thing that drove that decision was giving the viewers the choice that they asked for,” Kim Kelleher, chief commercial officer of AMC Networks, told Adweek about the new ad tier. “They want choice and flexibility in pricing, and that should be something that we can facilitate.”
Kelleher said, though she’s pushed for the ad-supported tier for years, the timing is right as the service has grown its user base to a point where a new iteration makes sense, and viewers are continually looking for flexibility in their streaming platforms.
“That’s ultimately what led to the decision. Then, obviously, rounding out our ecosystem, which is very robust of linear, our CTV and digital strategy with very focused audiences we have in our SVOD services—not only AMC+ but our targeted services as well,” Kelleher said. “This is like the Holy Grail of inventory.”
The new tier will debut by October, giving customers more options and allowing the company’s ad partners to reach viewers on its flagship streaming product.
Though the company isn’t ready to announce pricing, the platform will be a two-tiered model (ad-supported and ad-free), and, unlike other services which have lesser quality experiences on lower tiers, Kelleher notes that the experiences will be “replicas” of each other.
“We are not going to penalize the ad-tier subscribers, meaning we are not using this as a step-up product. So we’re not going to make your experience on purpose so bad that you have to step up,” Kelleher said. “That’s not our intent.”
For instance, targeted streaming services Shudder, IFC Films Unlimited and Sundance Now that are accessed through the AMC+ bundle (as opposed to being purchased individually) will also be included in the ad-supported tier, extending buying reach across the products, which are focused on horror, independent film and international drama.
