Your favourite show is sponsored: how brands are tapping into streaming marketing
Streaming isn't just about entertainment anymore—it’s a battleground for consumers’ attention.
With streaming as the most popular platform for TV and video users in the United States, companies are leveraging platforms like Spotify, Peacock, and Netflix to connect with hyper-engaged audiences. Whether it’s Spotify Wrapped generating the biggest the company has ever seen in 2024, up over 26% compared to 2023, or podcast ad revenue on track to approach the $2.6 billion mark by 2026, the streaming space is proving to be one of the most effective marketing channels to date.
Much of this shift stems from the cord-cutting movement in 2020. Since then, more than a third of U.S. households have quit cable. As millions of households cancel cable in favor of streaming, the advertising landscape is transforming in real time. With viewers now consuming content across multiple platforms, streaming TV advertising isn’t just an alternative to traditional media—it’s becoming the primary way to turn everyday moments into brand touchpoints.
Brands are tapping into this shift, using streaming platforms as immersive, culture-driven marketing channels. From the rise of influencer podcasts to product placements in a binge-worthy Netflix series, streaming is becoming a powerful, passive, and highly personalized way to capture attention.
Let’s explore how brands are leveraging streaming in fresh, unexpected ways—and what this means for marketers blending entertainment with commerce in 2025 and beyond.
Why brands are investing in streaming marketing:
So why are brands so eager to tap into streaming? Here are 3 key reasons:
Audience Attention & Engagement: Americans spend an average of three hours and nine minutes a day streaming digital media. Additionally, Statista’s forecast shows that this figure will reach a viewing time of over three hours and 30 minutes by 2028.
Personalization & Data-Driven Insights: Platforms like Spotify and Netflix offer insights into consumer habits, enabling brands to create hyper-targeted campaigns.
Brand Trust & Credibility: When a brand seamlessly fits into a popular show or a podcaster's content topic, it benefits from the halo effect—borrowing credibility from the platform and personalities audiences already trust. This not only builds stronger brand affinity but also increases the likelihood of consumer action.
The rise in streaming marketing isn’t just about podcasts having a moment right now—it’s about brands embedding themselves directly into entertainment. Like how Emily in Paris featured Vestiaire Collective, integrating the secondhand luxury marketplace into a fashion-forward show.
This kind of over-the-top (OTT) video content goes beyond just slapping a logo in a scene. The smartest brands are mapping their presence to the psychographic profiles of their ideal customers—tapping into the fandoms their brand naturally fits into. Whether it’s beauty, fashion, sports, or lifestyle, the key is blending into the entertainment experience, not disrupting it.
Brands have taken notice that streaming has transitioned from passive entertainment hubs to active marketing platforms. By late summer 2024, there was a clear shift with brands like Maybelline and eBay strategically using Love Island for over-the-top (OTT) video content and product placements, integrating their products into the show’s ecosystem rather than just running ads.
Maybelline’s beauty products were featured in contestant routines and challenges, while eBay used its partnership to make secondhand fashion a core part of the show’s narrative. This wasn’t just traditional product placement—it was experiential marketing, pulling audiences deeper into the brand’s universe.
Podcasting power play:
Podcasting has evolved from a niche audio format into a multi-platform, culture-shaping force. As more influencers and media personalities realize their impact, they’re locking in content deals with exclusive streaming platforms. For instance, Alex Cooper’s "Call Her Daddy" moved to SiriusXM, now featuring integrated music playlists that blur the lines between talk radio and curated listening experiences. This reflects how platforms are enhancing podcast content to offer a more immersive, branded ecosystem.
In established markets, more than half of daily podcast listeners report making a purchase after hearing a podcast ad—highlighting the format’s unmatched power in driving consumer action. Unlike traditional advertising, podcast ads feel like trusted recommendations rather than disruptive promotions. This creates a golden opportunity for brands, but also a challenge: as video podcast clips dominate platforms like TikTok and YouTube, brands must strike a balance between short-form engagement and preserving the authenticity that makes podcasts so effective.
Spotify is doubling down on podcasts, recognizing their revenue potential—especially as YouTube emerges as the dominant hub for podcast clips. The key for brands? Strategic partnerships.
A standout example is Unapologetically Angel starring Angel Reese, whose rising influence in women’s basketball underscores why brands are prioritizing streaming-based marketing. Her Reese’s and Olipop partnerships have seamlessly integrated into her podcasting ecosystem, aligning with both her audience and the broader cultural moment surrounding her success. Reese’s is a natural fit (name synergy + sports fandom), while Olipop appeals to Gen Z and millennial consumers plus athletes prioritizing wellness without sacrificing indulgence.
These collaborations signal a shift in how brands approach podcast advertising—moving beyond traditional sponsorships to partnerships that genuinely resonate with engaged audiences where they already spend time.
Mapping the psychographic shift: the quiet rise of influence
This shift in streaming marketing is also part of a broader psychographic transformation: meeting audiences where their interests lie. Gael Pineiro Beiras maps out this evolution in The rise of introverted content: a quiet revolution in storytelling report, exploring the cultural undercurrents fueling it, from Quiet Luxury to Soft Life aesthetics and the subtle yet powerful force of Deinfluencing. Individuals are redefining influence through personal expression, aesthetics, and storytelling. This calls for content diversification, with brands adapting through strategies like advertising via streaming platforms.
Social media driving streaming’s popularity
The rise of “TV clips” on TikTok, influencer-led watch parties on live, and fan edits have made it easier than ever for shows and brands to spread beyond their original platforms. Consumers don’t just passively watch anymore—they engage, remix, and extend the lifespan of streaming content through social media.
Brands that understand this will win the eyes they’re intending. They’re not just advertising. They’re becoming part of the fandom itself. It’s not just about being seen—it’s about being seamlessly woven into the content people already love.
Need-to-Know Resources:
Podcast Advertising Fuels Consumerism: More Than Half of Daily Listeners Globally Having Made a Purchase Because of a Podcast Ad (Acast)
Top Streaming Statistics (Forbes)
Streamers are embracing live ads and buy-side interoperability (Marketing Brew)
Presentation of Spectacular Paris Olympics Dominates Media Landscape (NBCUniversal)
YouTube Reaches 1B Monthly Podcast Listeners (Social Media Today)
Podcasting’s Shift to Video Comes With Pitfalls (Variety)
TL;DR:
Streaming platforms are no longer just for entertainment—they’re prime real estate for brand marketing. As viewers shift from cable to digital, companies are embedding themselves into binge-worthy shows, influencer podcasts, and personalized audio experiences. From Maybelline’s Love Island integration to Alex Cooper’s exclusive SiriusXM deal, brands are using streaming to blend seamlessly into content rather than disrupt it. Podcasting’s influence is also skyrocketing, driving consumer purchases and reshaping brand partnerships. With social media amplifying streaming content, the smartest brands are not just advertising—they’re becoming part of the fandom.
Is your brand showing up where audiences are actually paying attention, or are you still fighting for their focus in all the wrong places?
Social Media Manager, Influencer Marketer and Creative Strategist
