Jean-Briac Perrette
Analyst · LightShed Partners.
Yes, Rich, as it relates to the wholesale partnerships, I guess a couple of thoughts. Number one is when we look at any of those deals, we always look at it as -- on an LTV basis and sort of a net ARPU basis, when you expect the natural stack we would use to try and actually acquire those retail subscribers. And so every deal starts with a very healthy LTV profile, a wholesale sub versus what we think we could get and what we have to spend to get on a retail basis. So that's sort of the underlying. Then we do work, to your point, increasingly on partnering with our -- with the different MVPDs, the non-MVPD partners on activation, and we spend more and more time with them with their customer service teams, with their UX and experienced teams on activation of the product, and we have seen great strides and improvements on activation across the board. And frankly, in all of -- some of our biggest, most recent partnerships, both in the U.S. and outside the U.S., we are trending above what we expected in terms of activations. Obviously, then once we're activated, the engagement is subject to both in-app marketing and merchandising as well as continued partnership marketing through the different partners. And then the other thing that we've seen that has been very healthy and also leads to better ARPU is in most all of those deals, we have upsell capabilities. And so we go from an ad-lite product to an ability to actually upsell the customer where we take the majority of the economics on the upsell to ad-free, which also has an ability to drive more ARPU for us, particularly outside the U.S., where ad sales, obviously, is still a growth business, but it's starting off a lower base. So we have a full attack plan. We have a team actually that we put around the world globally to go after trade marketing and partnerships to try and drive activation and engagement. And we're seeing a nice pickup in growth and acceleration of those as we do those deals around the world.