Viewers with midnight — or midday — cravings to watch titles like “Too Young to Marry” and “Romeo Killer: The Chris Porco Story” now have a way to feed that hunger. On Thursday, A+E Networks announced Lifetime Movie Club, a new ad-free SVOD service priced at $3.99 a month, featuring a rotating 30-title lineup from the female-targeting cabler’s catalog, refreshed weekly.
Launched to coincide with the 25th anniversary of Lifetime Movies, the service is currently available exclusively on iPhone, iPad and iPod Touch.
Lifetime Movie Club subscribers will be able to browse curated playlists, starting with “Summer Lovin’,” which features such tantalizing titles as “Sex & the Single Mom” and “One Hot Summer.” Future playlists will include “Dramatic Affairs,” “Murder & Mayhem” and “Ripped from the Headlines.”
Lifetime joins a growing list of networks launching SVOD services targeting cord-cuttters, cord-shavers and cord-nevers, including HBO, Showtime, CBS and Nickelodeon. But, with its limited selection of titles, Lifetime Movie Club is more on par with services like Defy Media’s Break Movies.
The networks have a good reason to be jumping into the SVOD game. According to a report released by independent research firm MoffettNathanson in May, the U.S. linear pay TV industry had a net loss of 31,000 customers in the first quarter of 2015. In February, it reported that in 2014 as many as 1.4 million U.S. households either canceled their pay-TV subscription or never had one in the first place — the highest 12-month total recorded since 2010 — bringing the total number of cord-cutters and cord-nevers to approximately eight million nationwide.