How CNBC built a successful premium DTC subscription product

June 9, 2022 Piano Team

CNBC is the recognized world leader in business news, providing real-time financial market coverage, business content and general news consumed by more than 547 million people per month across all platforms.

After several years of massive audience growth, CNBC wanted to find creative ways to continue to capitalize on user gains. As a result, the company began to ramp up its digital subscriptions business by refreshing CNBC Pro, a premium service that provides in-depth access to Wall Street.

Working with Piano Composer, VX and Piano’s Strategic Services team, CNBC embraced a culture of testing—looking systematically at different points on the subscriber journey to optimize for better results.  Initially, the CNBC team committed to price testing and free trial optimization, wanted to be sure they were attracting subscribers who would stay with them over time.  Using Piano’s A/B-Testing feature, they were able to see results quickly and embraced these statistically significant tests as standard operating procedure.

“We are building a culture where we put tests out, build it, measure it, learn it. They are iterative tests, and we move on from there. It is a quick decision-making process.”
Seth Harris, Vice President, DTC Strategy & Operations, CNBC

Find out more about how CNBC successfully launched their first (and second) DTC, premium content product in this case study.

Read the case study

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