"We've had branded entertainment since Procter & Gamble invented soap operas back in the 1930s. But today, brands are forced to diversify the ways in which they gain and hold our attention. It's no longer as viable or effective to depend on traditional paid media tools. Innovative marketers are increasingly investing in content and experiences that attract and engage audiences rather than interrupt and annoy them. And the shift is driving results."
"to Dick's Sporting Goods formally establishing an internal entertainment studio that has already won Sports Emmys for We Could Be King in 2015 and The Turnaround in 2024, to the unprecedented deal struck between AB InBev and Netflix. The latter, signed in November, puts the global brewer's major beer brands front and center in Netflix's push into live sports, as well as giving it early access to placement and integration in Netflix shows and movies."
Branded entertainment dates to Procter & Gamble's soap operas in the 1930s. Brands must diversify how they gain and hold attention as traditional paid media becomes less viable. Marketers increasingly invest in content and experiences that attract and engage audiences rather than interrupt them, and that shift is producing results. Examples include WhatsApp's Netflix documentary about the Mercedes F1 team, Dick's Sporting Goods' internal entertainment studio that won Sports Emmys, and AB InBev's partnership with Netflix for live sports placement and early integration. Rising production costs and economic pressures are driving more brand-Hollywood collaborations. Evolving platforms and audience behavior will reshape screens in 2026.
Read at Fast Company
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