CNN is bringing its All Access subscription service to the U.K. and Canada as part of a broader push to turn its international audience into paying subscribers.
The immediate goal is subscriber growth, while CNN also sees All Access as part of its wider revenue-diversification strategy, including a cross-platform advertising offer.
The expansion comes as AI-driven changes to search affect how publishers reach audiences: a shift CNN says it is watching and not immune to. “Ultimately, we’re trying to build a direct-to-consumer business,” Amanda Rottier, svp and head of growth for CNN Worldwide, told Digiday. “This has been our strategy at CNN for a couple of years now, and this [international rollout] is a key component of scaling that strategy.”
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