The Savvy DTC Marketer’s Guide to Streaming Platforms

Streaming options are as varied and dynamic as the content they deliver. For direct-to-consumer (DTC) performance marketers, understanding these options isn’t just advantageous—it’s essential. Here’s our guide to streaming platforms, highlighting their unique features and strategic advantages.

1. Subscription Video on Demand (SVOD)

SVOD platforms like Netflix, Hulu, and Disney+ have revolutionized how audiences consume content. These services offer subscribers unlimited access to vast libraries of TV shows, movies, and original content for a monthly fee.

Why SVOD Matters for Marketers:

SVOD platforms are gold mines for high-engagement audiences. Their subscription model means users are invested, providing opportunities for brands to craft immersive advertising experiences. Think branded content, product placement, and strategic partnerships that seamlessly integrate into the viewing experience.

2. Ad-Supported Video on Demand (AVOD)

AVOD platforms such as YouTube, Peacock, and Tubi provide free content supported by advertisements. This model attracts a broad audience, making it ideal for brands looking to reach a diverse demographic.

Why AVOD Matters for Marketers:

AVOD is a playground for performance-based advertising. With advanced targeting options, marketers can reach specific audience segments, track engagement, and optimize campaigns in real-time. It’s the perfect environment for testing and scaling DTC campaigns.

3. Transactional Video on Demand (TVOD)

TVOD services like Amazon Prime Video and Apple iTunes allow users to rent or purchase individual titles. This model is akin to the digital version of the traditional video rental store.

Why It Matters for Marketers:

TVOD platforms are excellent for launching limited-time offers or exclusive content. Marketers can leverage these platforms to create buzz around new products or promotions, using the urgency of purchase to drive sales.

4. Live Streaming

Live streaming platforms, including Twitch, YouTube Live, and Facebook Live, offer real-time content ranging from gaming and events to news and live shows. The immediacy and interactivity of live streaming make it a powerful tool for engagement.

Why Live Streaming Matters for Marketers:

Live streaming is a direct line to your audience, fostering real-time interaction and community building. Brands can host live events, product launches, or Q&A sessions, creating an authentic connection with viewers. The live format also opens doors for spontaneous marketing opportunities and real-time feedback.

5. Free Ad-Supported Streaming TV (FAST)

FAST channels, such as RVTV, Pluto TV and Xumo, offer a traditional TV-like experience with linear programming and ad breaks, all without a subscription fee. These channels often feature a mix of live and on-demand content.

Why FAST Matters for Marketers:

FAST channels blend the familiarity of traditional TV with the flexibility of digital streaming. They provide a structured viewing experience that can keep viewers engaged for longer periods. For marketers, FAST channels offer an opportunity to reach a wide audience with targeted, non-skippable ads that integrate seamlessly into the viewing schedule.

6. Hybrid Models

Hybrid streaming services combine elements of SVOD, AVOD, and live streaming. Platforms like Hulu and Amazon Prime Video offer a mix of subscription-based content, ad-supported programming, and live TV options.

Why Hybrid Models Matter for Marketers:

Hybrid models provide versatility, catering to varied audience preferences and maximizing reach. For marketers, this means more opportunities to tailor advertising strategies to different viewer behaviors and preferences. It’s about finding the right balance to engage users without overwhelming them with ads.

The Edge of Innovation

Streaming services offer a dynamic and multifaceted toolkit for DTC marketers. By leveraging the diverse features of SVOD, AVOD, TVOD, live streaming, FAST channels, and hybrid models, marketers can create campaigns that resonate with modern audiences. Embrace variety, experiment with strategies, and push the boundaries of what’s possible.

The future of media is here, and it’s streaming. Are you ready to harness its full potential? We can help.

Caitlin Haire

Caitlin Haire is the VP Marketing & Communication at Cannella Media, DTC, where she excels in driving impactful direct-to-consumer (DTC) marketing strategies. Leveraging her strategic mindset and data-driven approach, she collaborates cross-functionally to optimize campaign performance and achieve business objectives. With a keen eye for innovation and a commitment to excellence, Caitlin is continually pushing boundaries in the dynamic world of DTC marketing.

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