The “streaming wars” have predominantly been about accumulating vast content libraries to attract broad audiences. However, under CMO Kim Granito, AMC Networks has taken a distinct approach: instead of offering “something for everyone, ” they aim to be “everything to someone. ” By merging their legacy of premium storytelling with a focus on dedicated fandoms and advanced audience insights—including emerging AI tools—AMC is crafting a new strategy to convert casual viewers into passionate advocates. Vertical streaming psychology AMC’s enduring fandoms are evident atop streaming charts, with shows like “Mad Men, ” “The Walking Dead, ” and “Interview With the Vampire” continuing to engage both new and longtime fans. Granito emphasizes that AMC+ competes differently than major streamers, focusing on premium, adult-oriented storytelling and strong IP franchises. Rather than chasing volume, Granito’s approach targets niche audiences through specialized services: Acorn TV for international mysteries, Shudder for horror enthusiasts, HIDIVE for anime fans, and Sundance Now for indie film lovers. These platforms delve deeply into specific genres, cultivating loyal fan communities. These fandoms shape AMC’s marketing and content decisions. For example, fan inquiries about the connection between “Mayfair Witches” and “Interview with the Vampire” led to the creation of “Talamasca: The Secret Order, ” centered on the linking supernatural secret society. To engage their most passionate fans, AMC debuted it at Comic-Con, teasing beloved character crossovers. The aim is to build unparalleled belonging through “superserving fandoms” across all touchpoints, including surprise media placements, live event presences, and rich social content, creating unique “surprise-and-delight” moments. AI as a creative partner To identify and engage both current and potential fans, Granito’s team increasingly relies on AI, describing it as a “creative sparring partner” that reveals new opportunities and exposes marketing gaps. Traditionally, campaigns were based on instinct or legacy demographics. For instance, the show “Dark Winds, ” a psychological thriller about Navajo tribal police, was initially marketed with a male-centric lens. However, AI-driven predictive analysis indicated a large untapped female audience.

Acting on this, AMC crafted a female-focused creative campaign emphasizing different character relationships and emotional elements, resulting in a near 30% increase in female viewership and significant subscriber growth. From creation to merchandise, AI safeguards brand integrity In the fragmented media landscape, preserving brand equity is crucial yet expensive. Granito highlights AMC’s collaboration with Runway, a generative AI video platform, as transformative for producing creative assets, especially for e-commerce. Before generative AI, crafting high-quality videos to promote show merchandise was cost-prohibitive. Now, marketing can quickly create assets that authentically reflect a show’s environment—whether the post-apocalyptic New York of “The Walking Dead: Dead City” or the gothic vibe of “Anne Rice’s Immortal Universe”—without costly production teams. This technology enables endeavors previously outside their budget. Predictive future AMC diligently cultivates fandoms with premium content, while Granito’s team employs AI to find, acquire, and retain viewers. AI-driven audience targeting has uncovered incremental streaming acquisition audiences, often with lower costs. Additionally, predictive analytics identify subscribers at risk of churning, enabling tailored messaging that promotes engagement and encourages trial of new content. This approach scales acquisition and retention efforts efficiently. AI’s integration helps AMC “superserve” superfans. Granito asserts these tools are undeniable drivers of outcomes and catalysts for creative innovation that deepen fan engagement. Her strategy suggests that the future of streaming will favor the smartest algorithms, not just the largest ones. Subscribe to Think with Google for consumer insights, inspiration, and strategies delivered directly to your inbox.