listening to your audience, digiday video anywhere summit, april 10th

Donald Buckley EVP, CMO Showtime Networks Inc.

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RAY DONOVANORIGINAL SERIES

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HOMELANDORIGINAL SERIES

NEW SHOWTIME® ORIGINAL SERIES

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SHOWTIME CHAMPIONSHIP BOXING®

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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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HAS WHATEVER YOU’RE IN THE MOOD FOR!

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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