MEDIA INDUSTRY ANALYSIS

Built on 25 million views from Kornacki’s election livestreams… aimed at converting the $5.99 monthly tier

NBC News launched “The Data Dive With Steve Kornacki,” a paid weekly newsletter carrying the name of its data analyst, on Aug. 4. The product puts an individual on-air personality — not a network brand, not a program — at the entrance to a paid subscription. Kornacki disclosed the cross-platform franchise, of which the newsletter is the centerpiece, in an interview with Axios (악시오스).

NBC뉴스, 앵커 이름 건 유료 뉴스레터 출시… 구독 전환 카드로 ‘데이터 다이브’
NBC뉴스(NBC News) 데이터 분석가 스티브 코르나키(Steve Kornacki)의 이름을 건 유료 주간 뉴스레터 ‘더 데이터 다이브(The Data Dive)’ 출시. 선거 개표 라이브에서 검증된 개인 브랜드를 지난해 12월 출범한 월 5.99달러 디지털 구독 가입 유인으로 전환
K엔터테크허브 (K-EnterTech Hub)Jung Han

As cord-cutting erodes retransmission fees and linear advertising at once, the revenue American broadcast news organizations can still build is direct consumer payment rather than advertising. The unit of news consumption has also moved from the channel to the person. Audiences do not say they watch NBC News; they say they watch Kornacki break down returns. The asset that holds its value across platforms is the individual, and this franchise repositions that asset as a paid product.