If a brand wants to compete with the likes of streaming platforms like Netflix, then one needs a well-curated content list and a range of original shows—this is exactly what popular streaming service Roku is doing with Roku Originals. Described as "fresh, bold, groundbreaking entertainment from the biggest names in Hollywood," Roky Originals stream only on The Roku Channel.
Recently, Roku has embraced three partnerships with three major consumer packaged goods brands that will sponsor its shows. The brands are Coca-Cola, Henkel, and Scott’s, while the shows receiving support include Emeril Tailgates, Children Ruin Everything and Martha’s Garden. Each partnership is strategic, of course. The Coca-Cola and Chef Emeril Lagasse combination, for one, presented a way for "ensuring [Roku] is authentically connecting with [its] consumers around shared passions of food and sports."
Show-Sponsoring Branding Partnerships
Coca-Cola, Henkel and Scott’s Sponsor Three Roku Originals
Trend Themes
1. Streaming Service Partnerships - Collaborations between streaming services and consumer packaged goods brands present an opportunity for enhancing brand reach and content curation.
2. Branded Content Sponsorships - Sponsorship of original content by consumer packaged goods brands can provide revenue streams for the streaming service and increased brand recognition for the sponsor.
3. Vertical Integration of Streaming and Branding - Streamlining the process of creating and promoting branded content on streaming services can lead to increased engagement and revenue for both parties involved.
Industry Implications
1. Consumer Packaged Goods - Consumer packaged goods brands can benefit from branded content sponsorships with streaming services by increasing brand visibility and association with high-quality content.
2. Entertainment / Streaming - Strategic partnerships with consumer packaged goods brands can provide revenue streams for streaming services and unique advertising opportunities for sponsors.
3. Marketing / Advertising - The integration of advertising and content creation on streaming platforms presents new opportunities for marketers to showcase their brands and products to consumers in a natural and engaging way.