MGM+ Bosses Detail International Strategy & Say They Are Eschewing “One Size Fits All” Approach

Max Goldbart

29 November 2023 at 12:56 pm·2-min read

MGM+ is eschewing a “one size fits all approach” to global expansion, the streamer’s bosses have said, as they detail international strategy several months after rebranding.

Following the lead of the U.S. platform, the Amazon-owned streamer changed from Epix to MGM+ International earlier this year, at which point it struck a content deal with Lionsgate for key European territories.

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MGM+ Head Michael Wright and Chris Brearton, VP Prime Video Studios Corporate Strategy, said the rollout outside the U.S. will be tailored to each nation.

“We don’t believe in local ‘one size fits all’ programing we believe every territory has individual needs,” Brearton told Content London. “This is less than a year old and the results have been extraordinary. We have accelerated our expansion because of that.”

Wright detailed international strategy, pointing out that rights and content commissioning will differ in different territories, with more rollouts beyond its 17 major markets set for the next 12 to 18 months.

“One thing we’ve seen others do is buy content for the world or commission series and put them out globally, but that assumes global market tastes are consistent,” he added. “That is not something we believe in. We believe in tailoring on a bespoke basis to the needs and wants of that market. It is time consuming but a more responsible way to grow.”

Amazon will also likely roll out to Europe an offer that gives consumers who buy Fire TVs a free six-month MGM+ subscription, which Brearton said gives the Hotel Cocaine and Godfather of Harlem streamer “exposure.”

He said MGM+ is in the top three Prime Video channels in all the EU marketplaces it is in, which is a “great proof of concept to continue that process elsewhere.”

Reflecting on a difficult year beset by recession and the dual U.S. labor strikes, Wright described 2023 as a time of “controlled chaos.”

“It’s not everyone’s first rodeo and lasted a bit longer than everyone hoped and believed it would but there were plans in place that anticipated a strike,” he added. “We had plans so when the strike ended we could commence.”

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