Subscription Stories: True Tales from the Trenches

A+E Networks' Piper Rosenshein on Standing Out as a Niche Player in the Streaming Wars

Piper Rosenshein, VP Subscription Video Services at A+E Networks, shares her tips for creating a customer-centric approach and a lasting digital subscription model. Join Robbie and Piper as they discuss how to operationalize a digital subscription businesses, how to minimize cannibalization in a business that already has a successful model, and how to manage a recurring revenue business in a time of change.

Piper's Bio:

Piper Rosenshein is Vice President, Subscription Video Services (SVOD) at A+E Networks. In this role, she is the general manager of A&E Crime Central, Lifetime Movie Club and HISTORY Vault, and she oversees all aspects of the business. Prior to joining A+E Networks in 2017, Piper was the Executive Director of Customer Experience at The New York Times. She has deep expertise in CRM, email marketing, direct marketing and eCommerce garnered through previous professional roles at American Express, Barnes & Noble, Coach, and Saks Fifth Avenue. Piper received a BA from Tulane University and an MBA from New York University.

Highlights from this episode:

1:50 -- Piper describes her career path and experience with subscription businesses

4:08 -- Why Piper chooses to work at companies with a membership mindset

5:40 -- Subscription vs. retail business models

6:53 -- The start of subscription at A&E (Lifetime Movie Club and HISTORY Vault)

10:23 -- The metrics used to measure success within the new subscription products

13:21 -- Linear audience vs. Subscribing audience

15:53 -- The importance of data and customer feedback

17:42 -- The role of A&E’s “vault” in building their subscription

19:37 -- The challenges and opportunities brought by COVID-19

21:04 -- Balancing caring for the community and making smart marketing moves

23:16 -- How A&E onboards for engagement in response to a spike in usage

25:21 -- Financial vs. non-financial goals

26:10 -- Robbie’s Speed Round

Links:

• Piper’s LinkedIn: https://www.linkedin.com/in/piperrosenshein/
• A&E Networks: https://www.aenetworks.com/
• Lifetime Movie Club:https://www.lifetimemovieclub.com/
• HISTORY Vault: https://www.historyvault.com/
• Podcast Website: https://robbiekellmanbaxter.com/podcast
• Robbie’s Book THE FOREVER TRANSACTION: https://robbiekellmanbaxter.com/the-forever-transaction/

Brought to you by Robbie Kellman Baxter of Subscription Stories: True Tales from the Trenches