Ask the Expert: How Important Are Streaming Platforms to Digital Marketing?

Ask the Expert: How Important Are Streaming Platforms to Digital Marketing?

The beauty of digital marketing is that it can stretch across multiple platforms reaching countless amounts of potential customers. There are always new platforms rising up for companies to take advantage of, but one of the most elusive are the streaming platforms. More Americans than ever are cutting the cable cord and switching to only streaming services. Streaming is now quickly becoming the primary source of video consumption across the United States, so what does that mean for digital marketing? We asked marketing experts their thoughts on digital marketing and streaming. 

Julian Aldridge from ENACT notes how incredibly immersive digital is. “It’s shareable, it’s adaptable, you can actually comment on it and tag it.” With streaming platforms, users have a much more direct way to rate their content and it’s a great way to gain an understanding of your audience’s interests. Understanding the viewing habits of your audience can help drastically with interaction. Posting relevant posts (nothing is more awkward than a company posting an outdated meme) can help you relate better and obtain more interaction. It’s also important to remember that streaming isn’t just Hulu, Netflix and HBOMax, its also platforms like YouTube and Twitch. When it comes to users, YouTube is still leading the way so its especially important to pay attention to your company’s YouTube presence.  “I think streaming platforms will continue to grow and will continue to be increasingly important as we see the next decade evolve,” Aldrige says. 

“No one is really tuning in at 8 o’clock to watch their favorite TV show, they’re watching it whenever they can…at a certain time at their convenience,” says Marty McDonald of Bad Rhino. That convenience factor is exactly why so many are turning to streaming. By 2022, it’s estimated that as many as 55 million people in America will become cord-cutters. If your company is trying to reach out to younger audiences, it’s important for you to allocate your video advertising budget to digital channels for that reason. However, it is also crucial to pay attention to the growth data for these different streaming platforms. Streaming is reaching a saturation point as many users are stretched between multiple platforms like Disney+, HBOMax, Peacock and others. All in all, it’s vital to keep a close eye on the data for streaming as traditional gets pushed more on more to the back burner.  

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