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A presence on marketplaces, direct-to-consumer (D2C) channels, and social commerce platforms ensures you meet shoppers where they are. Enhance the digital shopping experience. "The retail landscape is more competitive than ever," said Perkins.

Hims鈥� core competitor in the D2C healthcare market, Ro, also sells at-home diagnostic kits and has a lab where it processes results. For both companies, the true value is using the test results as a launchpad to get more customers on their treatment plans.

Comcast CEO Brian Roberts noted that 鈥�98% of the viewing on Peacock does not include the spun networks,鈥� adding those assets 鈥渘eed their own direct-to-consumer digital initiatives and focus and investment.鈥�. While networks like CNBC, MSNBC, and USA still generate strong cash flow and ad revenues, their long-term future depends on finding new ways to engage audiences.

The news: Direct-to-consumer (D2C) brand Quince raised $120 million in a Series C funding round co-led by Notable Capital and Wellington Management. Quince has raised more than $350 million in funding to date, per PitchBook. A sweet spot: The latest funding round validates the retailer鈥檚 brand positioning.

Zooming out: The pharma industry spends billions of dollars annually on D2C advertising. Linear TV is the most prevalent media channel for D2C drug ads as pharma brands look to reach older generations who regularly take medicine. But pharma marketers are also devoting more of their advertising budgets to digital channels such as CTV and search engines.

CEO Adam Foroughi and CFO Matt Stump confirmed that ecommerce advertisers, particularly direct-to-consumer (DTC) brands, will play a key role in its strategy. These brands, spanning various verticals such as beauty, household, pets, and accessories, have seen success with paid social advertising on platforms like Meta, TikTok, Snap, and Pinterest.

New healthcare and pharma D2C business ventures will emerge in 2025. They鈥檒l join a cohort of established and nontraditional industry players that have recently entered the D2C healthcare market. The new model aims to reach more customers while generating revenues through an alternative sales channel. Some examples of the sector鈥檚 D2C push include:. Drug developers, including Eli Lilly and Pfizer.

The three telehealth companies will integrate with Novo鈥檚 new D2C online pharmacy, NovoCare, to complete medication orders. Zooming in: Novo鈥檚 tie-up with Hims is the most surprising piece of this news considering their public feud over Hims selling compounded semaglutide (Wegovy).

The trend: We鈥檝e seen more telehealth and D2C health companies tap into markets for hormone replacement therapy for women in perimenopause and menopause and testosterone replacement therapy for men. Vitamin Shoppe and Marius Pharmaceuticals recently rolled out a program that offers the drugmaker鈥檚 prescription testosterone replacement therapy capsules over telehealth.

List prices of the drugs hover around $1,000 per month, although both offer cash-pay discounts: NovoCare Pharmacy charges $499 for Wegovy while LillyDirect鈥檚 D2C ranges from $349 to $599 for Zepbound. Why it matters: Commercial insurance coverage for GLP-1s is dropping, and the current administration does not support expanding gov鈥檛 plans to cover the meds for obesity.

Direct-to-consumer advertising revenues: Down 2% YoY. If Indian service Disney+ Hotstar is excluded, D2C ad revenues were up 16% YoY. The subscriber dip: Disney had warned it expected a 鈥渕odest decline鈥� in Disney+ subscribers during the holiday season due to a recent price hike and the end of certain promotions.

Yes, and: The acquisition signals that Teladoc is focusing on its employer and health plan customers more than its direct-to-consumer business. The company鈥檚 D2C digital mental health business, BetterHelp, is facing headwinds such as high advertising costs that hinder its ability to acquire new customers.

He thinks that D2C drug advertising doesn鈥檛 improve patients鈥� health while theorizing that media networks aren鈥檛 critical of Big Pharma in their news coverage since they depend on the industry鈥檚 ad spending. Why it matters: We鈥檝e previously stated that an outright ban on D2C pharma advertising is very unlikely.

Consumer packaged goods (CPG) brands have attempted to break into D2C ecommerce in recent years, to varying degrees of success. How can they avoid unprofitable strategies and develop a viable D2C ecommerce channel?

Pfizer鈥檚 health answers service follows last year鈥檚 launch of a D2C platform where patients can connect to telehealth providers and order over-the-counter health products. These offerings put Pfizer ahead of traditional pharma company websites that contain resources to help patients, such as educational information on medications and treatments, drug discount cards, and insurance-related assistance.

(This back-and-forth marketing battle between Big Pharma and D2C weight loss drug players was a prediction we got right in our Health Trends to Watch 2025 report.).

A ban on D2C pharmaceutical ads could become a reality during President Trump鈥檚 second term. It would be well received by the public: Adults are more than twice as likely to support (59%) a ban on prescription drug TV ads as they are to oppose one (25%), per a December 2024 Axios-Ipsos poll.

D2C ecommerce will continue to grow at above-average rates. But that growth will be driven by established brands selling directly鈥攏ot digitally native brands.

Additionally, there is mounting concern among doctors who view the 鈥渘on-traditional" (e.g., D2C companies, telehealth platforms) weight loss drug market as problematic, according to a December 2024 Sermo survey.

Between the lines: The volatility creators experience with brand and platform payments have allowed creator platforms that offer direct-to-consumer monetization like Kajabi, Patreon, and Substack to flourish. The turmoil at TikTok and in the political landscape have accelerated their growth, and prompted other platforms to offer major cash incentives or bonuses to TikTok creators.

Meanwhile, direct-to-consumer (DTC) pharma company Hims & Hers will run its first Super Bowl ad. While the provocative ad touts the company's GLP-1 weight-loss medication, a low-cost competitor to name brands Ozempic and Wegovy, it also highlights cultural frustration with the US healthcare system at large. "Something's broken, and it's not our bodies," the ad says. "It's the system.".

If Netflix can keep WWE fans engaged, other leagues may follow, accelerating the shift from linear TV to direct-to-consumer sports streaming. WWE Raw鈥檚 move to Netflix is a bold experiment in sports entertainment streaming鈥攐ne that could either cement wrestling as a mainstream digital draw or test the limits of Netflix鈥檚 ability to sustain weekly live programming.

Stuart Weitzman will be a 鈥渓ead brand鈥� for Caleres that fits squarely within the company鈥檚 suite of global, direct-to-consumer labels. Kontoor鈥檚 addition of Helly Hansen deepens its outdoor and workwear presence, reinforcing its Wrangler and Lee-driven strategy.

Embedding direct-to-consumer products into HR software platforms such as payroll systems, benefits administration tools, and employee self-service portals, making it easy for employees to access and enroll in coverage. Next steps: To learn more about offering life insurance products on partners鈥� platforms, read our  鈥淓mbedded Life Insurance鈥� report next.

DTC Revenue Growth: Up 8% in Q4, driven by Paramount+ and Pluto TV. Streaming is the growth engine: Executives remain bullish, expecting Paramount+ to achieve domestic profitability in 2025 as part of a shift toward a streaming-first strategy. We expect the service to generate over $600 million in US ad revenues this year (see chart).