T-Mobile plans to offer à la carte media subscriptions, but no TV ‘skinny bundle’
T-Mobile doesn’t want to compete with other carriers or teleco’s by developing its own “skinny bundle” of streaming TV channels, the company said today on its earnings call with investors, noting the market was already oversaturated on that front. Instead, the mobile operator’s strategy will focus on helping customers pick and choose which paid TV subscriptions they want to access — a move that very much sounds like T-Mobile is going the “Amazon Channels” route with its mobile streaming plans.
According to T-Mobile President Mike Sievert, today’s customers have a number of choices for streaming TV thanks to the massive expansion of OTT (over-the-top) services that are now available.
“It’s subscription-palooza out there. Every single media brand either has or is developing an OTT solution, and most of these companies don’t have a way to bring these products to market,” he said. “They’re learning about that. They don’t have distribution networks like us; they don’t have access to the phone like we have.”
Instead, the exec explained that T-Mobile wants to help customers access paid subscriptions that already exist, by simplifying aspects of that process such as search, discovery and billing.
“We don’t have plans to develop an nth undifferentiated skinny bundle,” Sievert continued. “There are plenty of those. We think there’s a more nuanced role for us to play in helping you get access to the great media brands out there that you love, and to be able to put together your own media subscription — and smaller pieces five, six, seven or eight dollars at a time,” he said, adding that T-Mobile would begin this work in 2019.
The cord cutting-focused news site The Streamable was first to report T-Mobile’s news.
T-Mobile’s announcement comes at a time when the carrier’s mobile TV plans have been more of a focus, as everyone is trying to figure out what the carrier is up to.
Recently, a Cheddar report said T-Mobile would be launching a free mobile TV service in the weeks ahead. But that turned out to be just a “snackable content app” for T-Mobile’s Metro brand, MetroPCS, and only on two phones to start.
T-Mobile’s decision to go with an Amazon Channels-like offering, where consumers build their own “skinny bundles” by mixing and matching paid subscriptions, is not an uncommon choice. This is the same direction that many in the industry are heading, as of late.
This week, for example, Viacom said it would add paid subscriptions to its newly acquired free TV service, Pluto TV. Roku recently rolled out paid subscriptions to its free TV and movies hub, The Roku Channel. And Dish’s Sling TV last year launched à la carte paid subscriptions to premium networks, without requiring the core package subscription.
However, the mobile operators aren’t necessarily going that route. AT&T, for instance, has been leveraging its Time Warner acquisition to launch multiple streaming services. Meanwhile, Verizon (disclosure: TechCrunch parent) saw its some of its streaming TV ambitions dashed with go90’s failure last year.
As the over-the-top streaming TV market is still a sliver of the larger pay TV space, it still remains to be seen which strategies and services will ultimately win over consumers. But companies are placing their bets now, experimenting, and sometimes failing then starting again.
Separately, T-Mobile today discussed its Layer3 home TV service, which was expected to launch nationwide in late 2018. That service is now planned for the first half of 2019, the company said.