Luxury Brands Explore Streaming's Role in Consumer Discovery

Executives from the luxury industry gathered at Amazon Port in Cannes to discuss how streaming TV is reshaping brand connections with affluent consumers.

Streaming Outperforms Social Media for Luxury Discovery

Research from Vogue Business and Amazon Ads revealed that streaming environments are increasingly outperforming social media in inspiring discovery and driving purchase intent among luxury consumers. A survey of over 1,000 US luxury consumers showed streaming is now a key driver of interest.

Key Findings Highlight ‘Premium’ Evolution

The findings indicated a shift in the definition of ‘premium’ – moving beyond exclusivity to encompass relevance, seamless experiences, and cultural resonance. Respondents cited characters and talent from streaming shows as their leading sources of fashion inspiration.

Recommendations Focus on Attention and Collaboration

Experts recommended a shift from measuring awareness to measuring attention, emphasizing the importance of aligning creative content with audience preferences, investing in premium streaming environments, and collaborating with entertainment platforms like Prime Video. Amazon highlighted the value of premium content and measurable outcomes.

Panel Discussion Explores 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 create opportunities for luxury Brands. Amazon’s Amy Hyland emphasized that ‘premium content earns attention, while elevated experiences move consumers through the funnel.’