Luxury Brands Leverage Streaming for Consumer Engagement

Executives from the luxury industry convened at Amazon Port during Cannes Lions to explore how streaming TV is reshaping brand connections with affluent consumers. The event, hosted by Vogue Business and Amazon Ads, featured research indicating streaming environments are increasingly driving discovery and purchase intent, surpassing social media.

Key Findings Highlight Streaming’s Rise

A survey of over 1,000 US luxury consumers revealed that streaming is now the preferred channel for inspiration, with characters and talent from streaming shows cited as leading sources of fashion influence. Shoppable advertising within premium streaming environments outperformed traditional digital channels during the purchase journey.

Recommendations for Luxury Marketers

Experts emphasized a shift from measuring awareness to focusing on attention, recommending luxury brands consider streaming as a valuable environment. Recommendations included aligning creative content with audience preferences, investing in premium streaming, and collaborating with entertainment platforms like Prime Video to create culturally relevant storytelling.

Panel Discussion Focuses on Convergence

A panel discussion, moderated by Amy Hyland of Amazon Ads, featured insights from Amazon MGM Studios, Amazon Ads, and xplan.ai. Participants explored how entertainment, advertising, and measurement are converging to reach highly engaged audiences, emphasizing the importance of premium content and measurable outcomes. Hyland noted, "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—that’s stream to storefront."