Luxury Brands Explore Streaming's Role in Consumer Discovery

During Cannes Lions, executives from the luxury industry discussed how streaming TV is reshaping consumer engagement.

Streaming Outperforms Social Media for Luxury Discovery

A survey of over 1,000 US luxury consumers revealed that streaming environments are increasingly driving discovery and purchase intent, surpassing social media.

Key Findings Highlight ‘Premium’ Evolution

The research indicated a shift in the definition of ‘premium’ – moving from exclusivity to relevance, seamless experiences, and cultural resonance. Respondents cited streaming characters and talent as leading sources of fashion inspiration, and advertising within premium streaming environments outperformed traditional digital channels during the purchase journey.

Recommendations Focus on Streaming and Collaboration

Luxury marketers were advised to prioritize streaming as a luxury environment, invest in premium streaming environments, and collaborate with entertainment platforms like Prime Video to create culturally relevant storytelling. The focus shifted from measuring awareness to measuring attention.

Panel Discussion Highlights Convergence of Entertainment and Advertising

A panel discussion featuring Amazon Ads executives and Amazon MGM Studios leaders explored how entertainment, advertising, and measurement are converging to reach engaged audiences. Amazon’s Prime Video covers popular entertainment formats, aligning with audience preferences and creating opportunities for luxury Brands to integrate into aspirational stories.

Quote: “Premium content earns attention, while elevated experiences move consumers through the funnel. Amazon delivers both, and measures the in-store impact. Thanks to the rigorous research from Vogue Business and xpln.ai, we can show the industry the value of it,” – Amy Hyland, Head of Fashion, Fitness and Luxury Ads at Amazon Ads.

Photo: Cesare Piaser