Building Show Fandom in the Streaming Era

The direct-to-consumer video big bang moment is getting into stride, with Peacock and HBO Max following Apple TV+ and Disney+ into the already-congested video streaming marketplace. TV show marketing teams now face unprecedented competition for audience attention and mindshare. With the attention economy now moving into a post-peak phase, any streaming app is a mere finger-swipe away from being switched or even deleted. Meanwhile, discretionary subscription spending faces pressure from a possible future recession, forcing TV networks to double down on building fandom and engagement. In the era of fluid TV audiences, where engagement has to be earned and continually invested in to maintain, TV show brands are the ultimate weapons in the fight for audience share. Never has TV show brand marketing been so important.

Companies and brands mentioned in this report: Amazon Music, Amazon Prime Video, Apple Music, Apple, Apple TV+, AT&T, CBS, CBS All Access, Comcast, Disney, Disney+, ESPN+, HBO Now, Netflix, Spotify, Warner Media

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