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Streaming now represents nearly half of all U.S. TV viewing. It is a milestone, but not the most important takeaway for performance marketers. The real challenge for DTC brands is fragmentation: audiences spread across linear, CTV, FAST, YouTube, subscription platforms, and countless niche apps. Fragmentation does more than complicate planning. It erodes efficiency. It inflates CPAs. It makes reporting murky and creative execution uneven. It is a hidden tax on performance.

The brands leaning into TV now are not doing it for vanity. They are doing it because it delivers reach they cannot get anywhere else, strengthens their digital performance, and creates a foundation for scale that paid social alone can no longer sustain. The opportunity is here. The real question is not whether TV works. It is whether you are ready to take advantage of it. Let’s look at the key indicators that signal a brand is ready to succeed with TV.

Cannella Media DTC has launched Wine, Watches & Whiskey, a new free ad-supported streaming television (FAST) channel now available on STIRR. The channel features curated programming focused on wine, spirits, and fine timepieces, offering audiences an opportunity to explore the world of luxury lifestyle content without a subscription.

Q4 carries weight. It’s where a strong finish can create momentum into the next year, and where performance can either validate your strategy or expose its weak points. The stakes are high, but the opportunity is there for brands that prepare with discipline. What we see at Cannella, working with performance-focused DTC teams, is that the best Q4 results come from the groundwork laid well before the calendar flips to November.

Performance marketing has always been about control – optimizing KPI’s throughout the acquisition funnel. But in 2025, marketers are feeling the edges of that model. Channels are saturated. Costs are volatile. Campaigns that once scaled cleanly now stall or decay. When the short-term fixes stop delivering, the limiting factor often isn’t the media or the mechanics. It’s the brand. Or more specifically, how the brand is showing up inside the creative.