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CNN’s Rapid Streaming Service Shutdown
In March 29, 2022, CNN+ was unveiled as CNN’s venture into the realm of video streaming services. Less than a month later, on April 28, 2022, the service was abruptly terminated, setting a record for the swiftest shutdown of any launched streaming platform. Despite this setback, CNN is forging ahead towards the development of a new subscription-based video streaming platform, as reported by Financial Times on Wednesday.
Mark Thompson’s Vision
Mark Thompson, who assumed control of CNN in August 2023, over a year after CNN+’s demise, engaged in discussions with Financial Times regarding the company’s future trajectory. Reports indicate that Thompson is actively formulating plans for a digital subscription streaming service under CNN’s banner. In an interview with the publication, Thompson expressed that the integration of digital content streaming into a digital subscription model is “a serious possibility,” emphasizing that while no definitive decisions have been reached, the likelihood of such a transition is high.
Contrary to mere replication of the erstwhile CNN+ model, Thompson envisions the future streaming service as a unique offering set to redefine CNN’s presence in the digital landscape. In his own words, “We’ll know in a few years time if we’re beginning to make progress, even if that still doesn’t look like it because of the aggregation of declining platforms and growing ones,” succinctly encapsulating the evolutionary roadmap for CNN streaming.
The journey towards CNN++ or its equivalent may not yield immediate results, as Thompson highlighted the gradual nature of success in this venture. Indications suggest a measured pace towards the realization of CNN’s streaming aspirations.
CNN+’s Brief Existence
Thompson reflected on CNN+’s past as “a big, bold experiment which was abandoned rather briskly.” This sentiment underscores the exploratory nature of CNN’s foray into the streaming arena.
Reports reveal that discussions on a dedicated CNN streaming service commenced as early as December 2020, with the official announcement of CNN+ occurring in May 2021, according to Deadline. Public confirmation by CNN came in July 2021, heralding the arrival of CNN+.
However, the joy was short-lived, as CNN shut down the service under a year later, attributing the closure partially to the transformative merger between parent company WarnerMedia and Discovery, culminating in the birth of Warner Bros. Discovery (WBD) mere days after CNN+’s inception. With WBD’s expansive portfolio including Discovery+ and HBO Max, the decision to unify services for improved value proposition emerged, leading to Max’s anointment as the flagship streaming platform in August 2022.
Shedding light on the closure, Discovery streaming head J.B. Perrette emphasized the consumer preference for simplicity and consolidated service offerings, shaping the narrative behind CNN+’s demise. The brief stint of CNN+ witnessed notable news anchor recruitment and garnered an estimated 100,000–150,000 subscribers within three weeks of launch, positioning it for a strong debut year as reported by Variety.
Despite early promise in subscriber metrics, CNBC later unveiled a stark reality, citing modest daily viewership figures of around 4,000, signaling underlying challenges for CNN+. Internal discussions within Discovery marked a sense of frustration towards CNN’s independent rollout amidst the backdrop of the impending merger, pointing to potential avoidable missteps.
CNN+ holds the record for the shortest-lived streaming service, ousting Quibi from its title, which relinquished its streaming ambitions in a span of 29 days, marking a divergent path following a grand entrance in the digital space.
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