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Lifetime Bowing Movie Streaming Service

1 Jul, 2015 By: Erik Gruenwedel

A+E Networks’ Lifetime Channel is launching a subscription streaming service featuring catalog movies for $3.99 per month.

Dubbed the “Lifetime Movie Club,” the SVOD service will offer a selection of 30 Lifetime movies alternated weekly from a portfolio of hundreds of titles. The selection would top the 10 to 20 Lifetime movies currently licensed to Netflix under an agreement with A+E.

While some observers might question competing against a SVOD juggernaut like Netflix, which has shown a willingness to pay handsomely for exclusive access, the fact remains Netflix is trying to steer subscribers toward proprietary original content such as “House of Cards” and “Orange Is the New Black,” among others.

There’s “no guarantee our content gets surfaced and viewed,” Dan Suratt, EVP of digital media and business development at A+E, told The Wall Street Journal, which first reported the launch.

Aside from Netflix, Hulu Plus and Amazon Prime Instant Video, the burgeoning over-the-top video landscape includes HBO Now, PlayStation Vue, Dish Networks’ Sling TV, CBS All Access and pending Showtime SVOD.

A+E eyes a standalone OTT video service as a better way to attract eyeballs to its original content than strictly through third parties.

Cinedigm Entertainment Group last month acquired a minority stake in Shout! TV, the nascent ad-supported streaming service owned by Shout! Factory. RLJ Entertainment’s new Urban Movie Channel is trying to lure subscribers similarly to what it has achieved via Acorn TV’s British-centric programming.

Notable to “Lifetime Movie Club” is that the content is at least 12 months old so as not to interfere with the brand’s pay-TV channel.

“We see this as completely complementary,” Suratt said.

Indeed, A+E is eying a similar OTT video service for its History Channel.

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