There’s always room in the market for a good product at a good price. How can you best leverage growth opportunities in the crowded streaming marketplace? To answer, we turn to the classic 5 Ps of marketing, and take a deep dive into how you can apply them to elevate the presence of your service.
We continue with Place.
Place
Viewers tend to be loyal to their established / preferred viewing platforms. Prioritize having your service be available to them wherever they prefer to consume content, instead of trying to force them onto a platform they might not currently use.
On the other hand: while third-party distribution can drive rapid awareness and growth, it comes at the cost of not owning the customer relationship or data. ANTENNA estimates Apple & Amazon processed billing for about 1 in 5 Premium SVOD Subscriptions at year end 2020 (1 in 3 if you exclude Netflix). This is a serious consideration, particularly given privacy regulations and browser updates which limit data available from (and for) advertising efforts. ![](../user/pages/knowledge/pages/deep-dive-streaming-services-place/promax_chart2.png)
Soon to enter the mix are services like Struum, which aim to act as a middleman between D2C services and consumers by aggregating them and offering access to content from multiple providers.
How we approach it:
- For non-D2C services, we can still see aggregate subscriber data showing which distribution channels are driving (and retaining) the most business, and allocate marketing spend accordingly.
- We ensure all available channels are included in all possible promotional placements (landing pages, email, etc.) - but we test to see whether featuring specific or individual channels in ads drives better performance.