John Stankey
Analyst · Brett Feldman from Goldman Sachs. Please go ahead
Brett, let me – I'll give you a little bit of color. And as you know, we're – for market reasons haven't entirely disclosed everything like pricing, et cetera. And we'll, of course, do that right before the launch, so that we get the maximum benefit of coming into the market. Look, I think that there is a segment of the base and this is particularly true when there are multiple streaming services out there and people are making decisions to reorder their investment and in-home entertainment that are going to be more price-sensitive. And while we believe HBO Max without commercial interruption as a premium product and warrants, what we charge in the market today, we know that that premium in some cases is high enough that there are people when they start to say, well, I've got three services and I aggregate everything up that maybe I won't make a choice to be in it. And that's particularly true if you look at maybe some younger demographics. And as a result of that, we believe getting the price point down where for them to get some well-executed advertising, they would look at the product and service and say within the portfolio the streaming services that they may wish to have in their household or in their apartment that they think that this is a good place to be. Another example will be in certain socioeconomic dynamics. So, you can expect, for example, we believe the AVOD product actually pairs well with some of our prepaid offers and how we might position it, because it tends to line up on a more price-sensitive socioeconomic dynamic. And we think that opens up marketing channel and awareness channel, and ultimately an opportunity to drive penetration in other places where, again, customers are a bit more price-sensitive. So, it really at the end of the day, customer gets to make a choice. And there is no question if you get a lower price point you're going to push it down lower in the demos that it will ultimately subscribe to it. And I think that's more important as people are making portfolio decisions of multiple services in a household. And when you see the reality of an ebb and flow on a direct-to-consumer offering where maybe you hit that period of time, where you're not as enamored with the offering that we have on the new content that's in place. Having that option to be at a lower price point allows somebody to stick with the service and we just think it's a really smart place to be for that segment of the market. In terms of the channels, what we've been – I think it's really important point that you bring up. And I want to stress this. We've been really, really careful about our channel partners. At the end of the day, a direct-to-consumer business should be a direct-to-consumer business. It should be a business that we have the opportunity to have a direct relationship with the customer, market and sell to them, and work with them in the way that we feel is appropriate. And so, we're -- in some cases, we were criticized for taking a long time to get certain agreements worked out. You should understand that we were doing that under the principle of we refused to back off on the notion, that we wanted to make sure that our distribution and the way we offered the product was something that we ultimately had the ability to talk to our customers, and to bill our customers and make sure that we can manage the lifecycle of our customers over time and do these migrations easily and not allow somebody else between us and the user interface of their customer. And not all launches of streaming products have done that and done it in that same fashion. And so, we've been a little bit more dependent on our owned and operated channels. We've been, I believe, respectful and balanced with our existing distribution partners where we've certainly consented to their rights to be able to bundle and sell the product where we can make sure that we manage the customer experience and the user interface as the customer is inside the product. And that we can appropriately inform them and guide them to the right kind of content, and have the kind of relationship with them that we should have as the direct owner of that product or service. And so, you're going to see us use, for example, our own prepaid channels. But you're not going to see us dramatically change our distribution strategy where just to get volume, we're turning over control and exercise rights on how the product or service is being used. We're in discussions with our existing distributors. We intend to make it available to them under very similar constructs to what we did in economic incentives with the subscription product if they choose to do that. And if they choose to carry it forward and it's done in the way that we think is the right balance for our ability to manage that customer, we'll extend it to them. If not, we'll be moving it largely through our owned and operated channels if that's what's required.