"One format that I think has a really bright future is custom streaming shows. Adding the dimension of a streaming platform like Roku or Prime Video to the creator and brand's social channels lends the collaboration legitimacy and reach. Here's a formula for this type of branded content that, in my experience, works really well: Incredible destination with an innovative destination marketing organization (DMO) Iconic brand Talented and authentic creator Massive streaming platform partner Production team with social media expertise"
"Two big trends-both at a crossroads Streaming platforms and branded content have both been growing basically nonstop for the past decade. But both are reaching a limit: Subscriber growth for streaming platforms has cooled, and simple sponsored posts from influencers don't perform as well as they did in the past. As a result, brands are looking to innovate and try new formats for collaborations with creators. Steaming platforms, meanwhile, need high-quality content that they don't have to produce themselves."
Custom streaming shows pair creators and brands with platforms like Roku or Prime Video to increase legitimacy and reach. Effective formula: incredible destination with innovative DMO, iconic brand, talented authentic creator, massive streaming platform partner, and production team with social media expertise. Past collaboration (Enjoy Illinois, Rivian, three travel creators) achieved 11.5 million minutes of watch time across social and Roku. New Roku series Unexpected South Dakota features Forrest Gallante in a 2025 Jeep Wrangler 4xe exploring the Badlands. Streaming and branded-content growth are slowing, pushing brands to innovate and platforms to seek third-party high-quality content.
Read at Inc
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