If you were to take a dozen hot business trends, mix in a dash of celebrity, and drizzle with smart home technology, you’d get Food Network Kitchen, a direct-to-consumer streaming service Discovery, Inc. launched in the U.S. yesterday.
But calling this a streaming service is like calling the iPhone a calculator. Food Network Kitchen offers subscribers a library of old cooking shows (like Barefoot Contessa), recipe guides/videos—and food delivery is on the way. But there’s a star of the show…
The Peloton for cooking
Food Network Kitchen features live and on-demand cooking classes taught by celebrity chefs like Guy Fieri, Bobby Flay, and Martha Stewart. It’s modeled after Peloton’s popular spin classes, with one crucial difference: You can alert the instructor before you throw up.
- Viewers will be able to comment on chefs’ questionable uses of papaya through the show’s interactive format.
- The service will offer 25 live classes per week plus thousands of other instructional videos.
Food Network Kitchen offers a window into how legacy cable companies are aiming to stay alive as Big Tech, Big Telecom, and Big Mouse invade the video streaming space. Here’s Discovery’s playbook…
- Get niche: After launching this cooking vertical, Discovery also plans to establish streaming services for natural history programming and home improvement (the latter led by Chip and Joanna Gaines).
- Diversify revenue: Food Network Kitchen will make money through advertising, subscriptions, and affiliate commerce. An ideal customer journey goes something like: “watch show → be intrigued by recipe → buy ingredients → become loyal paying subscriber.”
- Leverage technology: Discovery has inked a partnership with Amazon to integrate the service with Amazon’s smart devices like the Alexa-enabled Echo and Echo Show.
Bottom line: Discovery remains an underdog in the streaming wars, but it thinks being your go-to sous chef is a good place to start.