In the struggle between subscription video on-demand (SVOD) providers like Netflix and Amazon Prime Video, Starz has been rising on the sidelines and preventing to be the popular add-on for shoppers on high of their main subscription. That journey has required the longtime premium cable TV community to rethink its audience, content material technique and pricing.

It now has greater than 1,000,000 subscribers on its direct-to-consumer video platform and roughly seven million subscribers when together with all of the customers of different SVOD providers within the U.S. who pay for Starz as an add-on. I not too long ago spoke to Jeffrey Hirsch, the corporate’s CEO since final September (and COO earlier than that), about how he defines Starz’ general technique now and the method by way of which his staff decided new pricing, new content material technique and worldwide growth.

Below is our dialog, edited for size and readability:

TechCrunch: Who do you consider as Starz’ core viewers?

Jeffrey Hirsch: What we discovered from the info was ladies had been driving our transition from the previous world to the brand new world. We did a bunch of analysis and realized that girls are twice as doubtless to purchase apps below $10, their lifetime worth is increased, they’re extra loyal they usually grow to be a guerilla advertising engine for the corporate.

We refined our programming technique domestically to focus premium content material on the feminine viewers. There’s three sorts of demos beneath that: There is a common feminine perspective, there’s an African American feminine perspective and there’s a Latina perspective. If you have a look at our programming, we bought there primarily based on the power of our present “Power,” which is our greatest present and is 65% African American feminine, after which “Outlander,” which is over 80% feminine.