As companies like WarnerMedia and Apple prepare to market new video services to consumers, they are racing to develop hit shows. But as vital as good programming is, figuring out how to sign up and keep subscribers is just as important.

To do so, media companies are tapping new types of executives with experience in areas like e-commerce and data analytics. They often come from digital companies. Most media companies are new to the area as they spent years selling video to cable and satellite companies who sold it to consumers for them.