The streaming space has become an intensely fierce battleground. A relentless contention of brands competing for our attention and loyalty. But it’s not just about who has the biggest library or the flashiest original series. The streaming brands that win this battle are those who understand that streaming is not only about the content. It’s also about creating an exceptional brand experience that delivers on specific branding principles.
Think about it. When do you feel a real connection to the actual streaming platform itself? Something beyond scrolling through endless tracks. The platforms that get it right have gone beyond the all-you-can-eat buffet approach and created unique brand experiences and personalities that resonate with their audiences. HBO’s Max is a perfect example. Max isn’t just another streaming service. It’s synonymous with prestige. It has a curated selection of exclusive content that sparks conversation and excitement. Crunchyroll, another example, builds a loyal following by understanding and catering to the very specific passions of anime fans. Disney+ evokes a sense of nostalgia and wonder. It harkens back to childhood favorites while building a library of new classics that kids and people can’t get enough of.
Even brands traditionally rooted in other mediums are recognizing this shift. SiriusXM, the satellite radio giant, is successfully extending its brand into the streaming space. They’ve doubled down on their unique value proposition – curated music channels, exclusive talk shows, live events – by strategically acquiring the highest quality content creators and making them exclusive to their platform. The Howard Stern Show, the most famous example, is one of the most popular radio programs in history. Exclusive to SiriusXM, it attracts a massive audience. This, along with other exclusive deals such as the acquisition of Pandora, and partnerships with Marvel Entertainment and Stitcher. It all shows the power of building a brand around unique, coveted content that fans can’t get enough of – or anywhere else.
And while exclusive content and big names certainly grab attention, it’s the platforms that create a seamless, user-friendly experience that are ultimately winning the hearts and minds of consumers. Take Roku, for example. They might not have the massive content library of some competitors, but their focus on simplicity and ease of use makes them a favorite among cord-cutters. Their platform aggregates content from various providers, offering a streamlined interface that makes finding and enjoying your favorite shows and movies a breeze. By prioritizing the user experience, Roku has carved out a distinct and important niche in the crowded streaming landscape, proving that how you offer something is just as important as what you offer.
But a distinctive brand voice, exclusive content, and content aggregation are just the beginning. The winners of the streaming wars will also have to master the art of content curation.
But a distinctive brand voice, exclusive content, and content aggregation are just the beginning. The winners of the streaming wars will also have to master the art of content curation. They must understand that having a huge library of content means nothing if viewers can’t find what they love. Usability is key. Brands that use algorithms and data not just to recommend content, but to personalize the entire experience and create that “Netflix knows me better than I know myself” feeling will win this streaming brand war.
And they cannot stop there. Savvy streaming brands must recognize that algorithms can only take a customer so far. True loyalty is forged through community, which provides a shared sense of belonging that keeps subscribers coming back for more. Twitch, for example, has created a thriving ecosystem around live-streamed gaming. They foster connections and conversations that extend far beyond the games themselves. Shudder, the horror streaming platform, curates not just content, but a shared experience for fans of the macabre, complete with interactive events and a sense of belonging. These hyper-focused streaming brands stand out. They connect.
So it’s not just about entertainment anymore. People are looking for brands that align with their style and values. They are choosing platforms that celebrate diversity, promote social justice and prioritize sustainability. Apple TV+ is leading the way. Its commitment to quality, diverse and thought-provoking content resonates with an increasingly conscious audience.
After all, in an ever-changing landscape, innovation is not up for negotiation. The brands that will truly dominate these streaming wars are the ones that aren’t afraid to experiment with new formats, explore new technologies, and push the boundaries of storytelling. Think interactive episodes like Netflix’s “Black Mirror: Bandersnatch” or early access to premium content, a move pioneered by Disney+.
The streaming industry is at war, but the brands that master all principles of brand experience will emerge victorious.
The streaming industry is at war, but the brands that master all principles of brand experience will emerge victorious. Creating an emotional connection, a sense of belonging, and a brand that viewers can’t imagine living without is an ongoing battle that goes far beyond the next binge-worthy series. Winning, as it always has been and always will be, is about creating a brand that lives in the hearts and minds of your audience.
