AMC Networks to give AMC+ an AVoD tier as it joins push for ad revenue

AMC’s supernatural thriller series Mayfair Witches

AMC Networks’ direct-to-consumer platform AMC+ is set to launch an AVoD tier before the end of the year, becoming the latest streamer to embrace advertising as it looks for a path to profitability.

The New York-headquartered company said the new tier, slated to launch in the US before November, will allow advertisers to “orchestrate comprehensive and high-impact placements across series, genres and franchises that have never been possible before.”

In addition to the standalone AMC+ service, the AMC+ premium streaming bundle includes Shudder, IFC Films Unlimited and Sundance Now. All of the services will also be included in the AVoD tier.

The announcement comes after the likes of Netflix and Disney+ also added ad-supported tiers as they looked to offset their streaming investments. Paramount+ is also focused on expanding its ad-supported tier to markets outside the US in 2023.

For AMC Networks, the introduction of ads to its streaming service comes as it manages costs and makes cuts across its business. In February, the company said it will reduce content spending by almost 20%, from US$1.35bn in 2022 to US$1.1bn in 2023.

AMC Networks’ content slate includes The Walking Dead franchise, Interview with the Vampire, Mayfair Witches and Better Call Saul, the latter of which concluded a six-season run last year.

“This is a big moment for AMC Networks and for our advertising partners, because it not only creates a fully ad-supported distribution ecosystem, it also allows advertisers to buy our shows, genres and franchises in a much more comprehensive and impactful way,” said AMC Networks chief commercial officer Kim Kelleher.

“With our new series content, library titles and other targeted streaming platforms that are all bundled into AMC+, partners can move beyond individual shows and even series and choose to ‘own’ whole genres and franchises, and drive messaging to target audiences no matter what they are watching or where. We’ve never been able to offer this level of sweeping yet highly focused reach before in such an effective and comprehensive way.”