CNN+ Streaming Service Launching in Q1 2022: A Deep Dive

CNN is poised to enter the competitive streaming landscape with its new service, CNN+, slated for launch in the first quarter of 2022. The news giant is betting big on this venture, positioning it as the most significant launch since CNN’s original broadcast debut in 1980. CNN+ aims to offer a distinct and complementary experience to the core CNN linear networks, focusing on quality non-fiction programming and interactive content.

What to Expect from CNN+

CNN+ is designed to be more than just a streaming platform for CNN’s existing news coverage. It promises a "new, additive experience" that expands beyond traditional news formats. While CNN+ will naturally feature news and political content, the service aims to distinguish itself through a variety of original programming.

Subscribers can anticipate 8 to 12 hours of daily live and interactive original programming, specifically created for CNN+. This live component promises to engage viewers in real-time discussions and offer a dynamic viewing experience. Furthermore, CNN+ will offer a vast library of on-demand content, leveraging CNN’s existing catalog of acclaimed shows such as "Anthony Bourdain: Parts Unknown," "United Shades of America," and "This is Life with Lisa Ling." This blend of live, interactive content and established, popular shows aims to provide a diverse and compelling offering to attract subscribers.

The commitment to original content extends beyond utilizing existing programming. CNN+ plans to create new original films and shows specifically for the service. While details are still under wraps, the first of these original productions are expected to be revealed later this year, adding further anticipation to the launch. The development of exclusive content is crucial for CNN+ to differentiate itself from other streaming services and attract a dedicated subscriber base.

Pricing and Accessibility

One of the key decisions CNN is currently grappling with is the pricing structure for CNN+. According to CNN chief digital officer and head of CNN+, Andrew Morse, the service will initially be offered without a free ad-supported tier. This means that subscribers will have to pay the full subscription price to access the content. This decision reflects CNN’s belief in the value of its content and its willingness to compete in the market based on the strength of its offerings.

However, the absence of a free tier could present a challenge in attracting new subscribers, particularly in a market saturated with free or low-cost streaming options. The final pricing will be a critical factor in determining the success of CNN+, as it needs to be competitive while reflecting the quality and exclusivity of the content.

In terms of accessibility, CNN has made a user-friendly decision: CNN+ will not have a separate app. Instead, subscribers will be able to access CNN+ content through the existing CNN app, using their subscription credentials. This streamlined approach eliminates the need for users to download and manage multiple apps, providing a convenient and integrated experience.

The Team Behind CNN+

To support the launch and development of CNN+, CNN is making a significant investment in personnel. The network plans to hire 450 new employees over the next six to nine months, bolstering its content creation and technology teams. This expansion underscores the commitment CNN is making to ensure the success of its streaming venture. The new hires will be instrumental in creating the original programming, developing the interactive features, and maintaining the technical infrastructure of CNN+.

The WarnerMedia and Discovery Merger

The future of CNN+ is also intertwined with the upcoming merger between WarnerMedia and Discovery. While there are currently no official plans to bundle CNN+ with HBO Max or other WarnerMedia services, sources suggest that a package deal including CNN+, HBO Max, and Discovery+ is a strong possibility after the merger is finalized.

Such a bundle would create a powerful offering, combining news, entertainment, and reality programming under a single subscription. This could be a significant advantage for CNN+ in attracting and retaining subscribers, as it would provide access to a wider range of content at a potentially discounted price. The creation of a mega-bundle would undoubtedly shake up the streaming landscape and intensify competition.

Challenges and Opportunities

Despite the potential of CNN+, the service faces several challenges in the crowded streaming market. The sheer number of streaming services available today means that CNN+ will have to work hard to carve out a niche and attract a loyal subscriber base. One of the biggest hurdles will be convincing consumers to add another subscription to their monthly bills.

The success of CNN+ will largely depend on the quality and uniqueness of its original programming. If the service can deliver compelling, engaging, and informative content that is not available elsewhere, it will have a better chance of standing out from the crowd. The interactive features of CNN+ also have the potential to differentiate the service and create a more immersive viewing experience.

Ultimately, CNN+ is a bold bet by CNN on the future of news consumption. The service represents a significant investment in original programming, technology, and personnel. While the path to success is not guaranteed, CNN+ has the potential to become a major player in the streaming market if it can deliver on its promise of quality content and innovative features. The key will be to provide viewers with a reason to choose CNN+ over the many other streaming options available.