The change in plans and subsequent price hike of The Weather Channel’s TV app shows how fickle the streaming industry can be, especially when it comes to legacy media companies’ roles. Many organizations that succeeded in the broadcast era are struggling to find the right value proposition, including prices, for the streaming era, while ensuring they have a place at the table. Even successful streaming TV providers are struggling to manage the infrastructure, app development, licensing costs, user support, and other expenses associated with running an attractively priced, always-on streaming service that can maintain profitability.
The Weather Channel faces an uphill battle as people have more options for weather reporting than they did during the network’s prime. Besides local news stations, the channel is competing with, for instance, websites and free and paid-for mobile apps—including, respectively, Weather.com and The Weather Channel iOS and Android apps, which are all owned by a separate company, private equity firm Francisco Partners—and personal smart home devices. While likely facing declining advertising dollars for its broadcast channel, The Weather Channel is challenged to pay for the technology, tools, and staff needed to provide accurate, real-time weather reports, news, analysis, and additional programming on the channel and TV app.
Accessing any of The Weather Channel’s rivals could be viewed, depending on the user, as more convenient than opening a dedicated app that they downloaded onto their smart TV. With a 67 percent price hike also now in tow, The Weather Channel’s niche TV app subscription may be perceived as even less convenient than before.
