Everyone knows that you can’t have a streaming service and not call it Something+. (You even need to use a ‘+’ if you launch a podcast that discusses streaming services.) The LA Times looked into how, and why, this came to be.
Steve Kazanjian, president and chief executive of Promax, the trade association for marketing companies serving the entertainment industries, said the repeated use of the arithmetic symbol has made it an efficient tool to create awareness of the new services. “There is a stake in the ground that’s around ‘plus’ right now,” he said. “It’s in the consumer lexicon. It owns a bit of emotional equity in your brain already, which is really powerful.” Discovery found that was the case when it conducted surveys and focus groups with consumers on possible names for its service. The company considered dozens of original monikers — testing Latin words and new-fangled creations that came from combined words — a route that Jeffrey Katzenberg’s short-lived streaming service took when it melded “quick bites” into Quibi.