“To have a successful, future-proofed streaming service, one needs to start to infuse pieces that go beyond the opening screen logo."
Daniel Andersson, Chief Creative Officer, FutureBrand North AmericaIn a dynamic landscape where streaming platforms are vying for attention, Daniel Andersson, offers his perspectives on branding's pivotal role in navigating the complex world of streaming entertainment in a recent article from Ad Age.
While many platforms meet basic requirements, only a few excel in brand identity—a crucial distinction in an era defined by consumer choice and fragmentation. Successful streaming services must transcend mere functionality, aiming instead to craft narratives that deeply resonate with audiences.
Andersson advocates for innovative audience engagement and retention strategies. From personalized recommendations to immersive offline experiences, he urges streamers to explore unconventional avenues for building meaningful connections with subscribers—a sentiment echoed by industry leaders like Spotify and Netflix.
As the streaming landscape evolves, Andersson's insights serve as a beacon for brands seeking to differentiate themselves in an increasingly competitive market. By prioritising brand building alongside content acquisition, platforms can forge relationships with audiences, paving the way for sustainable growth and success.
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