David Zaslav
Analyst · RBC Capital Markets.
Thanks so much. In the models that we've shared with you, we don't have any revenue synergy in there. I think it's opportunistic that we closed in advance of the upfront. But it's also opportunistic that we have a -- together, we have a scaled product. And we're in the market already with an ad-light product. We're the ones that were out there very early saying ad-light looks really compelling because it's a great consumer proposition. Our users, the churn was very low. We were doing between 2 and 4 minutes of advertising and generating $5, $6 in incremental revenue. And as it scaled, we started to make more. And so we said very early on, we're going to switch to offer consumers what they want: a lower-priced opportunity with a small number of advertising.
In addition, we're in the business of selling advertising, which gives us a great advantage. So as others, and I expect they will over the next couple of years, get into the streaming ad-light business, many will not have the infrastructure of teams locally on the ground or the ability to package older channels or free-to-air channels and markets across Europe together with that type of inventory.
And finally, the opportunity of putting these 2 companies together -- and I've been meeting with the top agencies last week and this week with Bruce Campbell and with Jon Steinlauf, and we're talking about this exciting opportunity of what we bring to the table now: leader in live sports, news, entertainment and lifestyle. Taken together, we're bigger than any of the broadcasters.
And so if you lay out the 4 broadcasters or you say now who the 5 leading players in prime time in America, by any measure in terms of reach, the ability to get demographics, the quality of the IP, the amount of live content, the amount of sports, we're in the top 3. And by some measures, we're #1. And so I think that ability to offer that bouquet -- because every advertiser wants something different, who wants more sport, more entertainment, more news, but sport for us, particularly, where all the sports are locked in for the next several years. Next year, for the first time, all of the playoffs and the Stanley Cup of hockey will be on TNT. And you have the NBA finals, TNT. You have baseball, TNT. You have March Madness, TNT. And we love that. And we've been driving that hard to create value for advertisers throughout all of Europe.
So we hit every demo. And in terms of scale and opportunity for advertisers, we're very strong. We have the NBA playoffs, not the finals. But the net-net is the advertisers we've spoken to and agencies are very excited about having this new fifth player in prime time, and we would argue the #1, 2 or 3 player in prime time. And the same is true for us scaling outside the U.S. to provide more opportunity to advertisers.