AMC Networks Says Niche Focus Makes It 'the Worldwide Leader in Targeted Streaming'

As the biggest media companies work on scaling up their streaming services to compete with Netflix, AMC Networks is focusing a different part of the streaming landscape: small but loyal audiences. “Our strategy at AMC Networks is to offer an array of targeted streaming services, each one delivering a specific content category to fans of that programming,” Dan McDermott, president of original programming for AMC Networks and AMC Studios, said at the Television Critics Association’s summer press tour. “We don’t offer one massive service, endeavoring to provide something for everyone in the house,” said McDermott. “We deliver focused services, each of which delivers a very specific genre to a very specific audience.” Its streaming offerings include AcornTV (for fans of British drama and mysteries), AllBlk (formerly UMC, which spotlights Black voices and storytelling), Shudder (for horror aficionados), Sundance Now (true crime and political thrillers) and AMC+—its premium streaming bundle featuring ad-free programming across AMC Networks’ entertainment networks, several of the company’s streaming services (Shudder, Sundance Now), select AMC library shows (including all seven seasons of Mad Men) and early access to several AMC series before they air on linear TV. Here’s How the Biggest Streaming Services Stack Up in Mid-2021 “We are, today, the worldwide leader in targeted streaming,” said McDermott. AMC Networks ended last year with more than 6 million paid subscribers across its five streaming services, and is on track to reach more than 9 million subscribers by the end of 2021. CEO Josh Sapan told investors earlier this month than his company is “well on our way” to meeting its goal of having 20-25 million paid subscribers by 2025. “By targeting specific types of content with each service, we are developing loyal and devoted fan communities who seek us out for the depth and breadth of content we offer around their favorite genres. So while Acorn may be one of a number of streaming services in a home, it is also likely to be the favorite service in the home, given the subscriber’s underlying affinity for the type of content it provides,” said McDermott. AMC+ bulks up originals AMC+, its newest streamer, was first made available direct-to-consumer last October, giving consumers the opportunity to watch AMC Networks channels including AMC, BBC America, IFC and SundanceTV without a cable subscription. While much of AMC+’s original content has been shared with the AMC linear network—including early premieres of shows like Gangs of London, Ultra City Smiths and the upcoming Ragdoll (premiering Nov. 11), months before their linear debuts—the company is also increasing the number of AMC+ exclusives. That slate of AMC+-only dramas includes Spy City with Dominic Cooper, The North Water with Colin Farrell and the Irish crime drama Kin, debuting Sept. 9. “2022 will see a significant increase in AMC+ original hours, as we continue to invest in our pipeline of original content,” said McDermott.