We’re excited to bring you StreamTV Show Spotlights, giving StreamTV Insiders a taste of key topics and takeaways from the 2026 event as participating speakers from leading companies share insights in a Q&A.
This StreamTV Show Spotlight features Kathryn Busby, President of Original Programming, STARZ and Alison Hoffman, President, STARZ Networks.
In the Q&A below, Busby and Hoffman discuss a focus on premium, scripted content; the impact and nuance of women-centric storylines and franchises; co-productions, bundles and more.
Q&A
Q: We’ve seen social video and creators continue to grow in recent years and efforts by more traditional players to tap into the trend, but STARZ has maintained a focus on complex, premium scripted storytelling and IP. Amid a backdrop of creator content and finite attention, can you comment about how that commitment impacts the STARZ strategy and which factors you consider most key to creating and offering content that delivers an emotional connection with and engagement by viewers?
Kathryn: At STARZ, our commitment to premium, scripted storytelling is foundational to how we connect with audiences, especially in today's populated content landscape. Social and non-traditional creator content serves a real purpose, but it's built for a different kind of attention than what we deliver. We have taken a targeted approach dedicated to women and underrepresented audiences, delivering authentic, propulsive, high-quality scripted series. But we're not standing still — we remain open to emerging formats and new ways of storytelling, as long as they meet the same bar for quality and emotional connection that defines everything we do.
Alison: To Kathryn’s point, STARZ’s commitment to premium scripted storytelling is a deliberate strategic choice that differentiates the brand in an increasingly fragmented, attention-constrained media landscape. As short-form, creator-driven content continues to scale, the value of distinctive, emotionally resonant, high-quality programming has actually become more important.
That said, we’re energized by how the social and creator ecosystem is evolving, and we see it as highly complementary to our core strategy. Short-form can be a powerful tool for discovery and engagement, and we’re already experimenting with vertical video experiences within our app to help audiences find and connect with our premium content. We’re also excited about the role UGC and creator-driven content can play upstream in our ecosystem as a way to identify emerging talent and surface stories that are already resonating with audiences.
Q: STARZ has also focused on delivering stories for women and underrepresented audiences. How did that focus become a core part of the strategy for you – were there specific signals or data insights that helped inform this was a promising approach? What are some of the main results or benefits for the business you’ve seen or aim to drive with a focus on women-centric storylines?
Alison: Our focus on women and underrepresented audiences has been a core part of the STARZ strategy for more than a decade. With successful series like “Outlander” and “Power,” women and Black audiences weren’t just driving viewership, they were driving the conversation on social media, through word of mouth, and in the cultural discourse that ultimately propelled these iconic shows. What we saw was a high level of engagement and advocacy that extended well beyond the screen.
It was clear there was significant, sustained demand for premium, authentic storytelling for audiences that had been underrepresented, and it gave us both the confidence and the proof points to intentionally build our strategy around them.
While the industry has evolved significantly since then, we’ve remained very disciplined in that focus. Today, roughly two-thirds of our audience is female, and women also drive about 70% of our subscriptions. That speaks not only to the consistency of our strategy, but to the depth of connection and trust we’ve built with our viewers.
From a business perspective, that focus drives meaningful differentiation in a crowded landscape, strengthens engagement and loyalty, and allows us to build a brand that audiences actively seek out because they feel seen and reflected in our storytelling.
Q: Shows that put women at the center can be a pretty broad category description, so are there any audience learnings you’ve had into nuances around the type of female-driven storylines and characters that hit the mark and drive engagement?
Alison: It is a broad category, and that’s actually the opportunity. Women aren’t a monolith, and that diversity creates a wide range of storytelling opportunities. At its core, our viewers want stories that feel specific, grounded, and true in their perspective. We also see the strongest engagement with multidimensional women who are ambitious, flawed, and driving their own narratives. So it’s less about a particular type of story, and more about delivering depth, nuance, and honesty on screen.
Kathryn: There are indeed many shows centered around women, but the ones we choose are the ones that reach through the screen, grab your attention, and keep it. We've learned that our audiences want premium shows that are bold, propulsive, and provocative. We invite our viewers to immerse themselves in new worlds and experiences they would never expect. For example, with “P-Valley,” on the surface it's a show about strippers in the Mississippi Delta. But when you have a brilliant Pulitzer Prize-winning showrunner like Katori Hall, you end up with stunningly portrayed characters in a beautifully drawn world — a world that both rabid fans and critics alike have become addicted to.
Q: STARZ recently ordered Power: Legacy as a continuation series of the franchise. What are some of the primary factors or reasons that franchises work so well for Starz and is there anything unique or notable about how you approach them that helps drive that success?
Alison: One of the key distinguishing features of STARZ series is their ability to build fandoms unlike anything else in the market. Our audiences don’t just watch our shows, they form deep, lasting connections with the characters and worlds. That level of engagement is a hallmark of what we do and a direct reflection of the strength of our creative partnerships.
Kathryn: Our franchises work because we've assembled the best and brightest creative teams to deliver them. A unique combination of incredible writing, excellent producing, and phenomenal acting has resulted in shows that continue to delight our loyal audiences year after year. The “Power” Universe, in particular, is a great example of how the continuity of creative vision that began with Courtney Kemp and Curtis “50 Cent” Jackson continues to ignite audience passion.
“Power: Legacy” is being led by Gary Lennon, a longtime collaborator who has been with the franchise since the very beginning and knows these characters as intimately as anyone. With the return of two fan favorites, Tommy and Tariq — portrayed by Joseph Sikora and Michael Rainey Jr. — we have an excited fanbase who can't wait for the show to land on their screens.
We've also been fortunate to work with gifted storytellers like Sascha Penn, who guided “Power Book III: Raising Kanan” and is now wrapping production on “Power: Origins.” Altogether, the “Power” franchise represents an extraordinary creative ecosystem for us — one that continues to evolve, expand, and deliver.
Q: Sticking with Power: Legacy for a minute, unlike earlier series that were licensed this is a co-production with Lionsgate. Why did Starz choose to pursue a co-production model for this series, and how does that play into or help drive broader strategic and business aims for the company?
Alison: Immediately post separation, we made series ownership a priority and core pillar of our business model. “Fightland” is our first fully-owned series and we are so excited to premiere it next month. We intentionally structured “Power: Legacy” as a co-production to strengthen our portfolio of proprietary IP and participate more fully in the ancillary and downstream revenue opportunities generated by one of the most culturally-impactful brands on television. This is a strategic decision which supports the long-term health of the business.
Kathryn: The economics of co-productions are fundamentally more attractive than traditional licensing models, as they allow us to participate in upside across multiple territories while also giving us greater control over our cost structure. It’s exciting to be working in new ways with Lionsgate that align with both companies’ strategic priorities. This approach allows us to preserve a strong creative partnership while also advancing a model that supports both our creative ambitions and our financial objectives.
Q: Switching gears, I want to ask you about subscribers and bundling. Recent Antenna data suggested favor among consumers for combined streaming service offers, estimating that bundles now account for 28% of all total SVOD subscriptions, double that of 2024. How would you categorize the importance of bundling to the Starz subscription strategy and what are the main benefits you’re achieving today via bundles? Are there specific types or elements of bundles that can make them more attractive to consumers?
Alison: Bundling is a critical component of our overall strategy, and we’ve long viewed STARZ as the ideal complement to broad-based services. We’re also seeing strong momentum partnering with more targeted networks.
At its core, bundling creates a better experience for the customer making it easier to discover our programming while offering a broader, more compelling portfolio at greater value. By bringing services together, we’re meeting audiences where they already are and giving them more reasons to engage.
From a business perspective, that translates directly into stronger performance, driving increased net subscriber additions and helping to reduce churn for both partners. The fact that STARZ is one of the most-bundled services in the market speaks to both the strength of our offering and the complementary role we play.