Advertising
- The streaming wars have not only led to a flood of new content, they're also driving a marketing blitz as new and incumbent platforms try to convince people to open their wallets and subscribe.
- Business Insider identified 11 marketing executives to watch at the new and forthcoming major streaming-video services.
- They include Joe Earley, who helped coordinate Disney Plus' massive marketing effort; Jackie Lee-Joe of Netflix, which is facing its most competitive moment ever; and Kelly Campbell, who has to keep Hulu relevent after "The Handmaid's Tale" success.
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The race to win in streaming video is accelerating.
Every major TV company that does not have its own streaming service soon will, including Comcast's Peacock and AT&T's HBO Max. Apple has a new streaming service and mobile-video startup Quibi is developing one.
There's a strong case for it. Nineteen percent of the time consumers spent watching TV in OTT-capable homes in the fourth quarter of 2019 was spent on streaming, whether ad-supported or paid subscription services, according to a new report from Nielsen, up from 10% in an early 2018 report.
The streaming wars have not only led to a flood of new content, they're also driving a marketing blitz as each platform tries to convince people to open their wallets and subscribe. The Super Bowl, TV advertising's biggest stage, showcased ads from Amazon, Disney Plus, Hulu, and Quibi this year.
All the while, Netflix, which made streaming a cultural phenomenon, is aggressively pushing its platform in places like India and Europe, where it sees the biggest opportunities for growth.
Business Insider identified the 11 leaders who are steering the marketing strategies at each of the major streaming services.
