The Medium
Monday AM Briefing: Incoming Warner Bros. Discovery Leadership Meet HBO Max's Purchase Funnel
On Wednesday I built the Member Mailing - Comparing Netflix & HBO Max Conversion Funnels - around an opinion column from Marketing Week’s Mark Ritson that argued (emphasis in bold mine):
Netflix is testing a stricter approach to passwords and subscription. Not because they have suddenly become mean spirited or more authoritarian. But because their funnel is telling them do it.
By “funnel” Ritson is referring to a purchase or conversion funnel, and that phrase in bold has stuck with me since I first read it.
It’s worth asking the question of what Warner Bros. Discovery's (WBD) funnels are telling it after Warner Bros. Discovery (WBD) CEO David Zaslav told WBD employees last week that he envisions: “one [streaming] platform that we take everywhere in the world in every language.”
But, is that what the funnels of Discovery’s suite of apps and HBO Max are telling WBD management to do?
From everything that has been reported from the global town hall - and those reports have been everything from reporters tweeting to CNN issuing its own report on the meeting - the answer seems to be “less is more”. According to CNN, Zaslav told the audience that consumers want “easy, easy, ...