When you think of today’s top streaming services and TV networks, STARZ probably isn’t the first brand that comes to mind.
See?
While perhaps not as popular as Netflix or Hulu, Starz brought in more revenues than both Amazon Prime and Peacock TV throughout most of 2021.
In this article, we’ll look at how Starz’s website has evolved over the years — starting back before the streaming era took off.
STARZ.com in 2004
The first iteration of Starz’s official website sets the stage for what’s to come in a number of ways.
While the homepage may be a bit cluttered, the clear headings and organized structure allow for intentional browsing for multiple purposes. The dropdown header tabs and basic search feature also enable visitors to check out various parts of the site with the click of a button.
Most of the site’s content revolves around the movies featured on Starz’ TV channels. Much of this is more practical info, such as showtime schedules and channel availability.
Though the site provides reviews for some select features, they’re really not much more than basic movie summaries:
That said, Starz offers additional content to mailing list subscribers based on individual interests and preferences.
Visitors can also subscribe to Starz’s TV channels directly on the website.
From what we can see, this is one area where Starz is in need of some improvement. Moving forward, we’ll ideally see a lot less fine print — and a much more customer-centric ecommerce experience from Starz’s website.
STARZ.com in 2009
By 2009, Starz.com had undergone a bit of a facelift.
Overall, we’re seeing a similar page and site structure — with a lot less clutter. Still, the homepage uses dropdown menus and carousels to stuff the homepage with as much information as possible without distracting new visitors. We’re also seeing more intentional use of screen space, with all site elements having more of a branded touch.
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The Starz team has also upped their content game, too. While the focus is on featured movies and shows, the content presented is more in-depth — with some movies actually earning their own microsite-like pages.
At this point, Starz starts creating content specifically for their website. Most notably, they introduce the infamous Starz Bunnies — a web cartoon that would continue to run until 2019.
Similarly, the site now includes message boards and other digital hangouts to keep users engaged and entertained.
The ecommerce side of the site leaves a bit to be desired.
As with the previous iteration, there could be a lot more information presented upfront regarding pricing and other service terms.
Really, the lack of pricing information makes the $25 rebate offer irrelevant: Are you saving $25 on a $50 bill, or a $200 one?
Overall, though, Starz.com is headed in the right direction in terms of engaging new and existing customers alike.
STARZ.com in 2014
Just five years later, Starz.com had taken on a much more modern — and ultra-branded — appearance.
The first thing we notice on the homepage is a relative lack of text. This keeps the page from getting too cluttered — and keeps site visitors from becoming overwhelmed. We’re also seeing more liberal use of interactive page features (e.g., dropdown menus, image carousels, scroll buttons) to streamline browsing and engagement.
As for site content, the focus is back on TV shows and movies — and is incredibly well-executed.
As shown above, the team’s approach to creating microsites for original and feature content has continued to evolve. Each microsite includes a variety of content and experiences, such as:
- Longform summaries and video previews
- Downloadable content for mobile and desktop
- Social feeds, mentions, and other community links
Overall, the focus continues to be on engaging visitors, a stark contrast to the initial version of the site, which was mainly focused on delivering surface-level information.
The ecommerce-focused parts of the site improve by this time, too.
Here, it’s much easier to:
- Understand what different services are offered, and how
- Get more specific information about the services offered
- Take specific action to get the purchasing process started
STARZ.com from 2017-2019
This next iteration of Starz’s website is perhaps its most unique.
There’s no vertical scrolling on the homepage — a pretty big departure from previous versions of the site. Instead, visitors can engage with homepage content via carousel or navigational header.
It’s worth noting that the header buttons no longer drop down into subsections. This creates less clutter and confusion on the homepage, butmay make for less targeted browsing — and unintentionally inject some friction into the consumer’s on-site journey.
In short, this version of the homepage might be a bit too minimalistic.
Site content focuses almost entirely on Starz’s programming:
Perhaps their lack of content is because they’re more active on social media by now — which, presumably, is where much of their branded content and experiences are being housed.
The purchasing process continues to evolve, as well. By this time, new customers register for a Starz streaming account through the company website or mobile app. Roku subscribers would add the Starz app to their SmartTV.
Still, we’d like to see a bit more context regarding subscription tiers, features, and policies — which seems to be a running theme for Starz’s digital presence.
STARZ.com Today
Today’s version of Starz’s website combines the best parts of all previous versions — and adds even more value to the experience.
The homepage has reverted back to a more vertically-aligned structure — while also using carousels t. Dropdown menus have been reintroduced and the footer has been expanded, both allowing for more targeted browsing directly from the homepage.
For the most part, site content is again focused on Starz programming:
On top of the multimedia previews offered here, Starz starts showcasing pricing and other info throughout the site.
As mentioned earlier, Starz now offers a more in-depth and user-friendly self-service portal for current and prospective customers.
This is what Starz’s website has needed all along: A centralized hub of information, presented openly and transparently — without requiring users to register for an account.
Starz is also currently in the midst of their community-driven #TakeTheLead campaign, which focuses on creating a culture of equity and inclusion.
While this isn’t the first community-driven initiative Starz has put together, it’s definitely the most visible of these campaigns yet.
Finally, the purchasing process remains simple and straightforward — and is much more effective than in previous iterations.
After completing just two steps, users will be able to access all that Starz’s streaming service has to offer. Note that Starz has condensed their services into one package — simplifying not just the purchasing process, but the decision-making process as well.
Starz has been a staple of the entertainment industry for nearly three decades — and with good reason. The team’s ability to innovate and stay flexible while also staying true to their foundation all but ensures they’ll stand their ground in the industry in the years to come.