Marketing to Streaming Subscribers Engaging with Social Stories and Smart Speakers

Georgia Meyer

October 2018

The most valuable consumers to advertisers increasingly spend time with digital content that sits behind a paywall. Music and video subscribers are particularly valuable due to the influence they have amongst their peer groups and their propensity to be the first to try out new products and services. These premium consumers avoid unwanted advertising where possible but, crucially, are also spending other portions of their digital time in increasingly commercially-fertile digital spaces like Instagram and Snapchat stories.

Companies and brands mentioned in this report: Alexa Skills, Amazon, Amazon Prime Music, Amazon Echo, Apple Home Pod, Apple Music, Facebook, Facebook Messenger, Google, Google Home, Instagram, Instagram Stories, Michael Kors, Netflix, Nike, R/GA, Sephora, Snapchat Creator’s Studio, Snap Inc, Snapchat Stories, Spotify, Tencent, WeChat, WhatsApp, YouTube

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