The streaming boom, exemplified by CazeTV's groundbreaking coverage at the 2024 Olympics, signals a significant shift in media consumption, opening doors for brands to leverage this platform as a powerful and effective way to connect with their audiences. As more consumers migrate from traditional TV to digital platforms, streaming consolidates as a critical medium, offering brands new ways to interact with highly targeted and engaged audiences.
Tatiana Dejavite, media expert and executive director of Star no Mundo, emphasizes how streaming can transform brands' marketing strategy: “O streaming is more than a simple streaming platform; it is a dynamic ecosystem where brands can create rich and personalized experiences for their consumers.The ability to precisely target audiences and offer content aligned with the specific interests of each group makes streaming an indispensable tool for any brand that wants to excel in the digital environment.”
Brand Opportunities in Streaming
Brands looking to capitalize on streaming growth should consider several strategies to maximize their presence and impact on this platform:
- Original Content Creation: Developing 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 consumer contexts.
- Native and Interactive Ads: Unlike traditional advertising, streaming allows the creation of native ads that integrate seamlessly with the content the user is consuming. “Brands can create advertising experiences that do not interrupt the flow of viewing, but instead complement and enrich the user experience,” explains Dejavite.In addition, interactive ads have shown higher engagement and brand recall rate, with 74% of consumers searching for products after seeing them in streaming ads, according to Magnite research.
- Segmentation and Personalization: One of the biggest advantages of streaming is the ability to collect and analyze detailed data on user behavior. In 2023, 44% of the VOD audience claimed to use only the provider's free period, switching platforms soon after, according to a study by Kantar IBOPE Media.
- Partnerships & Sponsorships: Associating the brand with large events, such as the Olympics, through sponsorships on streaming platforms, can significantly increase the visibility and credibility of the brand. Caze TV, for example, offered differentiated coverage that attracted millions of viewers, and brands that have associated with this broadcast could benefit from massive engagement.
- Live Commerce: A growing trend in streaming is live commerce, where brands can promote products in real time during live streams, allowing viewers to shop directly while watching.“This integration between content and e-commerce provides a unique opportunity for brands to convert views into instant sales,”, says Tatiana.
The Future of Streaming Marketing
As streaming continues to evolve, 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, is expected to grow at a compound annual rate of 21.5% by 2030, according to data from eMarketer. In Brazil, the consumption of CTV, or Connected TV, has already reached 74.3% of households, according to Kantar IBOPE Media, reinforcing the role of this media in marketing strategy.
Another relevant fact is that live content generates 37% more engagement compared to pre-recorded videos, which offers a significant advantage for brands that want to increase interaction with their audiences. With the greater penetration of devices and the evolution of consumer models, streaming is not only a trend, but a consolidated reality.
The success of CazeTV during the Olympics shows that the future of media is increasingly centered on personalized and interactive digital experiences.“O streaming offers a platform where the brand can not only be seen, but experienced. This type of connection is what differentiates successful brands from those left behind,” concludes Tatiana Dejavite.
With streaming becoming a mainstream medium of content consumption, brands now have an unprecedented opportunity to create deeper and more meaningful bonds with their audiences by harnessing the vast possibilities offered by this ever-growing media.
