As part of a panel at the Promax Conference, an entertainment marketing conference in Los Angeles, Philo’s Head of Marketing Nii Mantse Addy shared that there is a large overlap between Philo subscribers and those who use ad-supported services like Pluto TV, tubi, and STIRR. “More than 50% of Philo subscribers…report actively using an AVOD in addition to Philo.”
As one of the lowest cost options for live linear television, it makes sense that free services would pair well with the $20 a month, entertainment-only skinny bundle. Rather than focus on news and sports, Philo has focused on the value piece of the pie. “So focus on entertainment is to super serve those who want that with a full featured product that will give them everything they need.”
He sees the opportunity for Philo to be one of a changing set of subscriptions that customers can choose to subscribe. “When I think about this race, what Philo is trying to tap into is — in a world where everybody is only using two or three different services…but the two or three services is changing.”
Addy, reiterated what has been shared by other Philo execs, that the future of Philo is a more social user experience. At CES, the company said they were working on a feature that would let you watch TV with your friends, no matter where they are. “How are ways that people can watch shows together…now that you’re on your phone or laptop. But with all that technology, there has to be a way to put those things back together, and create a sense of community.”