Discovery is poised to shake up the streaming landscape with the imminent launch of Discovery+, a service designed to be a compelling and cost-effective addition to viewers’ entertainment options. Launching on January 4th, Discovery+ aims to carve its niche by offering a vast library of unscripted content, exclusive originals, and strategic partnerships that will make it exceptionally accessible to a wide audience, potentially even for free to millions of users right from the start.
The core offering of Discovery+ revolves around bringing together the diverse programming from Discovery’s extensive portfolio of networks. This includes well-known brands like Discovery Channel, OWN (Oprah Winfrey Network), Animal Planet, ID (Investigation Discovery), A&E, Food Network, TLC, and HGTV, among others. Subscribers can expect a comprehensive collection of on-demand content spanning various genres, from home renovation and cooking to true crime and nature documentaries, all within a single platform. Alongside these familiar favorites, Discovery+ will also feature exclusive original series and specials designed to attract new subscribers and keep existing ones engaged.
Discovery recognizes that today’s viewers often subscribe to multiple streaming services to satisfy their diverse entertainment needs. Rather than attempting to directly compete with streaming giants like Netflix or Amazon Prime Video, Discovery+ is positioning itself as a "perfect complement" to these existing services. This strategy is reflected in its content focus and pricing structure. The service is heavily emphasizing its expertise in reality and unscripted programming, a genre that has proven consistently popular with audiences. By focusing on quality unscripted content featuring well-known personalities and familiar formats, Discovery+ hopes to appeal to viewers seeking a different kind of entertainment experience.
The service will launch with a straightforward subscription model. Subscribers will have two tiers to choose from: an ad-supported tier priced at $5 per month and an ad-free option available for $7 per month. This pricing strategy makes Discovery+ one of the more affordable streaming options on the market, significantly undercutting the cost of many of its competitors. This competitive pricing, combined with the vast library of content and exclusive originals, makes Discovery+ an attractive option for budget-conscious viewers.
However, the most compelling aspect of Discovery+’s launch strategy is its partnerships with mobile and internet service providers. In a move reminiscent of Apple TV+ and Disney+’s initial subscriber acquisition tactics, Discovery+ has partnered with Verizon to offer substantial discounts and even free access to the service for eligible customers. Verizon customers on a Play More or Get More Unlimited plan will be able to stream Discovery+ for an entire year at no charge. Similarly, new Verizon 5G Home Internet or Fios Gigabit Connection customers will also receive a year of free access. Customers on Start or Do More Unlimited plans will have access to a six-month free trial, and select new Fios customers will also receive a six-month free subscription, depending on their chosen plan. This partnership has the potential to bring millions of subscribers to the platform immediately, providing a significant boost to its user base and visibility.
Beyond its core programming focus, Discovery+ is also making strategic moves to attract viewers with diverse interests. To appeal to sports fans, the service will be the home for coverage of the Olympic Games in Europe. This is a significant addition that could draw a large audience, particularly during the Olympics season.
For those interested in science, nature, and environmental content, Discovery+ is offering exclusive streaming access to BBC’s renowned natural history programming. This includes acclaimed series such as "Serengeti," "The Mating Game," "Planet Earth," and "Blue Planet." The availability of these documentaries, narrated by the legendary David Attenborough, is a major draw for nature enthusiasts. Furthermore, Attenborough’s forthcoming series "Perfect Planet" will be available on the service early next year, further solidifying Discovery+’s position as a go-to destination for high-quality natural history content.
Discovery+ is also investing heavily in original content featuring a diverse range of personalities. These include collaborations with prominent figures like Will Packer, Kevin Hart, Sebastian Maniscalco, Ludacris, David Schwimmer, Guy Fieri, and Chip and Joanna Gaines. By partnering with these established stars, Discovery+ hopes to create content that resonates with a broad audience and generates buzz around the service. This strategy aims to capture the attention of viewers who already enjoy these personalities and introduce them to the wider range of content available on Discovery+.
David Zaslav, the chief of Discovery, has ambitious plans for the global expansion of Discovery+. He stated that the service will be available in more than 25 countries within the next year. This international rollout underscores Discovery’s commitment to establishing Discovery+ as a major player in the global streaming market. The service will launch with an impressive library of 55,000 episodes available to stream, with new originals debuting every week. This continuous stream of fresh content is designed to keep subscribers engaged and encourage them to return to the service regularly.
Discovery+ will be accessible on a wide range of devices, including TVs, web browsers, mobile phones, and tablets. While the company has not yet provided a comprehensive list of specific devices that will support the service, it is expected to be compatible with most popular streaming platforms and devices. The wide accessibility of Discovery+ will ensure that viewers can enjoy their favorite content on their preferred devices, regardless of their location.
In conclusion, Discovery+ is entering the streaming market with a well-defined strategy focused on providing a compelling and affordable entertainment option. By leveraging its existing library of unscripted content, investing in exclusive originals, forging strategic partnerships, and expanding its global reach, Discovery+ aims to become a valuable addition to viewers’ entertainment portfolios. The low price point, combined with the potential for free access through Verizon partnerships, positions Discovery+ as a significant player in the increasingly competitive streaming landscape. The focus on unscripted programming and diverse content genres, combined with the appeal of celebrity collaborations and nature documentaries, makes Discovery+ a unique and attractive option for viewers seeking something different from the mainstream streaming services.
