Why Branded Content Is the Answer to Streaming’s Biggest Challenges

As the cost of living continues to rise, Australians are cutting back and streaming subscriptions are often first on the chopping block. With ad-supported models gaining traction and free content more accessible than ever, streaming brands are under pressure to retain subscribers, reduce churn, and justify their value in a saturated market.

But traditional advertising isn’t solving this. In fact, it’s part of the problem. To stand out and stay relevant, streaming platforms need to shift focus, from fleeting hype to sustained, meaningful engagement. That’s where branded content comes in.

The Bigger Picture: Why Subscribers Are Switching Off

Audiences, especially Gen Z and millennials are more selective than ever. Many can’t afford multiple subscriptions and constantly switch between platforms to catch the latest hit show. There’s little brand loyalty, and with no penalties for cancellation or rejoining, they’ll leave the moment the value isn’t clear.

This behaviour is fuelled by a deeper emotional reality: decision fatigue. We’ve all experienced the endless scroll, sitting on the couch, unsure what to watch, frustrated by the paradox of choice. When nothing grabs your attention, you either default to an old favourite or give up entirely. Over time, that indecision becomes infrequent use… and then cancellation.

Why Traditional Advertising Is Making It Worse

Streaming platforms often double down on awareness campaigns, hyping every major new release. But these mass, top-of-funnel pushes don’t build loyalty, they add to the noise. In chasing short-term buzz, platforms train audiences to jump from one shiny title to the next… and from one platform to another.

What’s missing is a clear, ongoing value proposition. Audiences aren’t just asking “What’s new?”—they’re asking “Why should I stay?”

The Branded Content Advantage

Branded content flips the model. Rather than adding to the noise, it helps your platform cut through it, by delivering value-driven, audience-first storytelling in trusted environments.

Here’s how branded content helps solve streaming’s stickiest challenges:

1. Always-On Attention, Not Just One-Off Hype

To drive retention, platforms need to engage audiences beyond the latest blockbuster. Branded content offers an “always-on” strategy, placing your message in premium publisher environments where attention is high and relevance is built-in.

This approach maintains visibility and loyalty between releases. Just like Cashrewards, who used branded content to lower acquisition costs and drive stronger engagement, streaming platforms can extend the life of their value proposition and reduce dependency on new release spikes.

2. Partner With Passion Point Publishers

Audiences turn to publishers they trust—for recommendations, reviews, inspiration, and everyday entertainment. Partnering with those publishers lets you meet users in their world—with content that reflects their interests and viewing habits.

Think:

A “Series Selector” tool integrated into editorial content, guiding users to their next binge.
Virtual viewing clubs, where like-minded fans connect over genre-based content (like a wine or book club, but for TV).
Content hubs featuring everything from critic-curated roundups to nostalgia-laced classics—all designed to encourage exploration and reduce decision fatigue.

By surfacing the value of your entire library—not just what’s new—you help audiences rediscover the joy of your platform.

3. Showcase Platform Utility in Everyday Life

Your UX is part of your product—but are you highlighting it?

Branded content gives you the space to show, not just tell, how seamless and intuitive your experience is. Whether it’s spotlighting mobile features for on-the-go viewing or personalisation tools that reduce browsing fatigue, you can educate users in environments they already engage with.

Because nothing kills the vibe like a clunky interface when all you want is to unwind.

4. Use Social Video to Drive Emotional Hooks and Action

Short-form video is ideal for publisher channels. Think of them as mini trailers—editorialised, relatable, and scroll-stopping.

These can:

Build hype around new releases with smart, targeted distribution
Fuel retargeting and custom audience growth

Keep audiences engaged post-release with thematic recs
(“Binged House of the Dragon in two days? Reset with something light—we’ve got just the thing.”)

This emotional and contextual approach helps you stay top-of-mind—even when competitors are shouting about their latest drops.

Why It Works

Branded content works because it brings together trust, attention, and relevance in a way traditional ads can’t. Instead of fighting for attention, you’re embedded in it—delivering value that feels natural, helpful, and interesting.

With Avid Collective, you can:

Tap into 150+ passion-point publishers to match your message with your target audiences interests and viewing preferences
Launch with speed and scale, using Platform 2.0 to reduce resource intensiveness
Get continuous performance data and learnings to optimise campaigns in real time
Run brand cohesive, multi-publisher campaigns through one single touch point

In a market where retention is the new acquisition, branded content gives streaming brands a sustainable edge.

Want to see how branded content could reshape your streaming strategy? Let’s talk.