Streaming: The New Frontier for Brands to Win Engaged Audiences

The streaming boom, exemplified by the innovative coverage of CazéTV at the 2024 Olympics, signals a significant change in media consumption, opening doors for brands to take advantage of this platform as a powerful and effective way to connect with their target audiences. As more consumers migrate from traditional TV to digital platforms, streaming consolidates itself as an essential medium, offering brands new ways to interact with highly segmented and engaged audiences

Tatiana Dejavite, media specialist and executive director of Star in the World, emphasizes how streaming can transform brands' marketing strategy: "Streaming is more than just a simple broadcasting platform; it is a dynamic ecosystem where brands can create rich and personalized experiences for their consumers. The ability to segment audiences precisely and offer content aligned with the specific interests of each group makes streaming an indispensable tool for any brand that wants to stand out in the digital environment.”

Opportunities for Brands in Streaming

Brands looking to capitalize on the growth of streaming should consider several strategies to maximize their presence and impact on the platform:

1. Original Content CreationDeveloping original content that resonates with the values and interests of the target audience can differentiate a brand in the competitive digital market. With the penetration of connected TV growing 33 percentage points between 2017 and 2023, according to research by Kantar IBOPE Media, the reach of this content is increasingly significant, covering various devices and consumption contexts
2. Native and Interactive AdsDifferent from traditional advertising, streaming allows for the creation of native ads that seamlessly integrate with the content the user is consuming. "Brands can create advertising experiences that do not interrupt the viewing flow", but that, to the contrary, complement and enrich the user experience,"explains Dejavite". Furthermore, interactive ads have shown higher engagement and brand recall rates, with 74% of consumers researching products after seeing them in streaming ads, according to the Magnite research
3. Segmentation and PersonalizationOne of the biggest advantages of streaming is the ability to collect and analyze detailed data about user behavior. In 2023, 44% of the VOD audience stated that they only use the provider's free trial period, switching platforms shortly afterwards, according to a study by Kantar IBOPE Media. This allows brands to customize their marketing campaigns for specific groups of consumers
4. Partnerships and SponsorshipsAssociate the brand with large-scale events, like the Olympics, through sponsorships on streaming platforms, can significantly enhance the visibility and credibility of the brand. A Caze TV, for example, offered a unique coverage that attracted millions of viewers, and the brands that partnered with this broadcast were able to benefit from massive engagement
5. Live CommerceA growing trend in streaming is live commerce, where brands can promote products in real time during live broadcasts, allowing viewers to purchase directly while watching. This integration between content and e-commerce offers a unique opportunity for brands to convert views into instant sales,"affirms Tatiana

The Future of Streaming Marketing

As streaming continues to evolve, the brands that adapt quickly to this new reality will be the ones that reap the most benefits. The global video streaming market, valued at approximately USD 106,83 billion in 2023, must grow at a compound annual rate of 21,5% until 2030, according to eMarketer data. In Brazil, the consumption of CTV, or Connected TV, has already reached 74,3% of the residences, according to Kantar IBOPE Media, reinforcing the role of this media in the marketing strategy

Another relevant piece of data is the fact that live content generates 37% more engagement compared to pre-recorded videos, what offers a significant advantage for brands that want to increase interaction with their audiences. With the greater penetration of devices and the evolution of consumption models, streaming is not just a trend, but a consolidated reality

The success of CazéTV during the Olympics shows that the future of media is increasingly centered on personalized and interactive digital experiences. Streaming offers a platform where the brand can not only be seen, but more experienced. This type of connection is what differentiates successful brands from those that fall behind,"concluded Tatiana Dejavite

With the consolidation of streaming as one of the main means of consuming content, brands now have an unprecedented opportunity to create deeper and more meaningful connections with their audiences, taking advantage of the vast possibilities offered by this constantly growing medium