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Creators can now go D2C or OTT. Sports teams and media companies have teams helping get streaming platforms off the ground. But creators are launching their own platforms. Dropout from College Humor and 2nd Try from The Try Guys offer fans a way to subscribe to creator content directly.

Today, in other news, just the one story, Big Pharma companies going direct to consumer. (18:07):. Story one, Pfizer and Eli Lilly, two Big Pharma companies are going D2C. The first story here, Rajiv, is Pfizer.

Why it鈥檚 worth watching: Retail and tech giants are more likely than D2C healthcare and telehealth companies to disrupt health systems鈥� operations. We think there are two connecting factors explaining this:. 1. D2C and telehealth-focused business models aren鈥檛 intimidating hospitals.

Report: D2C Brands 2022. Article: TikTok will drive social commerce growth in 2023. Article: 5 ways influencer marketing is changing. Methodology: Estimates are based on the analysis of survey and traffic data from other research firms, historical consumer adoption trends, company releases and demographic adoption trends.

In addition, Max, Peacock, and Paramount+ have doubled down on sports rights, while ESPN is pivoting from a cable network to a D2C streaming service. All this is driving a surge in CTV ad spending, especially since live sports content commands loyal viewership and high ad rates. What does this mean for marketers, media companies, and distributors? The TV ship has sailed.

Now, before we end the show, I'd like to remind everyone about the upcoming CommerceNext Ecommerce Growth Show on June 20th through 21st. Join Insider Intelligence at the CommerceNext Ecommerce Growth Show in New York City. We'll be moderating a panel called Is a Good Ecommerce Experience Good Enough? With speakers from Sephora, Abercrombie & Fitch, and The Honest Company.

The news: Disney's direct-to-consumer streaming platforms, including Disney+, Hulu, and ESPN+, made notable strides in Q1, per the company鈥檚 Tuesday earnings report. The combined losses for these services dramatically narrowed to just $18 million, compared with a $659 million loss in the same period last year.

D2C telehealth companies are the latest to erode privacy. Yesterday鈥檚 Chart of the Day: Social rally.

More Chart of the Day:. 7/31 - Streaming showdown. 7/28 - Price is key for D2C. 7/27 - Ad channel choices. 7/26 - CTV鈥檚 $15B boost. 7/25 - Retail top 10. Methodology: Data is from a July 2023 CivicScience survey. 3,019 responses from US adults age 18+ were obtained during July 14-17, 2023. Data was weighted according to the US Census.

But with the rapid acceleration of ecommerce during 2020, that behavior moved online to social and ecommerce channels. Now that pre-pandemic behaviors are returning, there鈥檚 a shift back to stores. 鈥淧eople are recognizing the limitations of online discovery and looking back to stores to provide that surprise and delight and introduce them to new products,鈥� she said.

Brand execs from Forever 21, Abercrombie & Fitch, and more talk AI, Gen Z, and D2C. More Chart of the Day:. 7/6 - Beauty on a budget. 7/5 - Making ad-justments. 7/3 - Summer inflation. 6/30 - CTV gains on mobile. 6/29 - Beauty and the bucks.

Even as creators work to diversify revenue streams and go D2C, brand deals rule the creator economy, which is good news for advertisers. Use this chart:. Adjust creator marketing strategies to better align with diversification of creator revenue streams. Understand creator priorities. Demonstrate the growth of the creator economy, and justify higher budgets for these campaigns. More like this:.

Many retailers launched paid memberships over the past three years. For the most part, they were intended to increase revenues and build loyalty during the pandemic-driven ecommerce boom. But the slowdown in revenue growth indicates that consumers are only willing to spend so much on retail subscriptions, particularly amid economic uncertainty.

The play-by-play: Nike has been bouncing between D2C and wholesale retail, struggling to find the right mix. This has given newer brands, like Hoka, an opportunity to muscle in on Nike鈥檚 audience, specifically younger consumers and runners.

More Chart of the Day:. 7/28 - Price is key for D2C. 7/27 - Ad channel choices. 7/26 - CTV鈥檚 $15B boost. 7/25 - Retail top 10. 7/24 - Peak TV.

More creators are going direct-to-consumer to monetize. The way creators make money on social media reflects larger trends within the creator economy: Many are working to become less beholden to brands and social platforms to earn income. The number of creators with multiple revenue streams will continue to rise, especially as high-paying brand deals are now harder to come by.

8/1 - Keeping it dynamic. 7/31 - Streaming showdown. 7/28 - Price is key for D2C.

The Save Mart Companies also recently expanded its partnership with Instacart, implementing Instacart鈥檚 Storefront Pro platform (which features ecommerce and ad capabilities) and bringing Instacart鈥檚 smart Caper Carts in-store. Why we care: Amazon dominates the retail media channel, capturing 77.0% of US retail media ad spend this year, per our forecast.

鈥凄颈谤别肠迟-迟辞-肠辞苍蝉耻尘别谤鈥� entertainment outperformed linear, which brought in $5.8 billion and $2.6 billion, respectively. The streaming business, including Hulu, ESPN+, and Disney+, had operating income of $47 million against a prior-year loss of $512 million. Global Disney+ subscribers edged up 1% to 118.3 million, while Hulu grew 2% to 51.1 million.

Some D2C and forward-thinking brands now build their creator strategies around TikTok. But Instagram is still included in most of those deals, either by request of the creator or brand. It鈥檚 time to mix it up. Marketers have good reasons for turning to Instagram first.

Automakers, for example, one of the top TV advertisers, reduced budgets for months in a row and instead pivoted to post-purchase and direct-to-consumer advertising. It wasn鈥檛 just old relationships like automakers and TV that suffered.

Yeah, pet products only make up 2% of Amazon's e-commerce sales according to our forecast. Suzy Davidkhanian:. But I do think there's something about digitally native, not direct to consumer but digitally native, which is what some of these brands used to be.

Kristen Dolzynski, chief design officer of underwear D2C Parade, called this approach 鈥渕oving away from the old influencer model,鈥� where influencers primarily focused on selling products, and toward a new model where creators share stories of how to use those products. 2. Emphasize health and wellness benefits for unlikely products.

Creative uses also differ between small, independent, or D2C brands and larger tradition-bound brands, Willens said. Legacy brands have several generations of dos and don鈥檛s, brand guidelines, and multiple creative agencies, so they鈥檙e much less likely to deploy generative AI content as is.