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Companies like Teladoc team up with Amazon to help consumers discover their benefits through the e-commerce giant鈥檚 platform鈥攖he goal is to get consumers to sign up for their digital health programs. Some 93 million people in the US are eligible for Teladoc鈥檚 services, but they all might not be aware.

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.

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.

After boosting the D2C model over the last decade, digitally native vertical brands (DNVBs) face a slowing market, with sales growth declining every year through the end of our forecast period in 2028. That means acquiring customers and revenue can鈥檛 solely be done through online channels such as social media, as DNVBs have relied on in the past. Here are three ways DNVBs can continue the momentum of their digital buzz.

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).

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.

Nike鈥檚 close connections to sports and sneaker culture keep it on the top of Gen Z鈥檚 list of favorite brands while its cutting-edge sneaker technology makes the brand a must-have for runners. But Nike must use a mix of D2C and wholesale commerce if it wants to defend its title from the competition.

Thursday Night Football shows viewership metrics don鈥檛 say it all: Amazon鈥檚 Black Friday audience was far lower than expected, but DTC opportunities drove brand excitement.

Tapestry brings its D2C and wholesale teams together to create a consistent brand experience across channels, while Hollister enables teens to fill their carts and send to a parent for purchase. Instacart and eBay find ways to offer customers more value.

For August, a digitally native direct-to-consumer brand of period care products, TikTok gives more than it takes down. For example, in January 2020, its launch video was immediately removed by the platform. 鈥淚 still get videos taken down for what the app believes is graphic content,鈥� said August co-founder Nadya Okamoto. Still, Okamoto credits TikTok for helping her cultivate a community of nearly 4.5 million followers across her personal and brand TikTok accounts, as well as allowing her to open a dialogue for authentic marketing.

鈥淐onsumer acquisition costs have gone up. Data is harder and harder to access. It鈥檚 trickier to figure out how to target our consumer in the right way.鈥� That鈥檚 Kendra Scott鈥檚 CMO Michelle Peterson, summarizing the state of marketing right now. The jeweler has found success both online and in-store by leveraging its D2C roots, pushing a viral TikTok presence, and working with the right influencers.

The boom times for ecommerce and retail have largely passed. 鈥淚t鈥檚 going to be harder [for retailers] to identify pockets of growth and opportunity. But, the good news is that it鈥檚 not going to be that roller coaster of demand fluctuations that has been challenging for retailers to navigate over the last couple of years,鈥� our analyst Blake Droesch said.

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.

We typically do the most Chase volume with our D2C business units. I think what's interesting is when you look at D2C, we're really, really proud that our digital business in total is going to make up almost 50% of the total this year. Suzy Davidkhanian (05:35):. Wow. Sara Lebow (05:35):. Wow. Kristen D鈥橝rcy (05:35):.

But the most successful creator brands sell in multiple channels, including ecommerce platforms, owned websites and apps, and in stores. Our forecast includes only sales that originate or take place on social media. Making real money from merchandising is a long shot for most creators. For one, anything beyond a mug or a T-shirt will generally require access to capital.

Red Seat鈥檚 success in direct-to-consumer media and independent ad sales could help Fox monetize digital audiences more effectively, complementing its streaming and ad-supported media strategy. By acquiring Red Seat Ventures, Fox isn鈥檛 just expanding its content portfolio鈥攊t鈥檚 staking a claim in the growing host-driven podcast industry which offers unique monetization opportunities.

If Disney鈥檚 standalone D2C ESPN app ever comes to fruition, it would likely become a disruptive player very quickly. People who watch Netflix love it. Netflix鈥檚 active users are deeply engaged, and its user base is so large that it also leads in time spent for the whole country.

As that process plays out and legacy broadcast channels like ESPN move from the cable and satellite ecosystem to a D2C streaming model, sports fans will ditch their cable bundles for streaming services. That migration of viewership could be the final blow for the legacy pay TV business, which in recent years has been held together by live sports. The future of streaming media is ad-supported.

During the opening week of the Olympics (July 26 to August 1), Nike increased visits to its direct-to-consumer (D2C) site, per data from Similarweb as reported by Reuters. Although competitor Puma also increased visits to its D2C site, others, like Adidas, Hoka, and On saw their visits decline.

That said, events like the Victoria鈥檚 Secret Fashion Show are introducing the brand to a new generation of shoppers鈥攁nd reactivating millennial and Gen X customers. Expanding its merchandise beyond intimates could also help the retailer gain greater consideration from shoppers.

Levi鈥檚 path to growth: Levi鈥檚 decision to potentially offload Dockers is in keeping with the retailer鈥檚 broader strategy of exiting from less profitable segments in favor of focusing on its more lucrative D2C and core denim businesses.

Retailers would be wise to take advantage of their customers鈥� loyalty, especially amid the latest wave of popular D2C beauty brands. 鈥淭here [are so many beauty specialists, online specialists offering the same thing, so you really need to sort of work on that loyalty with your customers,鈥� said Perkins. Listen to the full episode. This was originally featured in the Retail Daily newsletter.

But as it expands into ecommerce via TikTok Shop and continues to explore its opportunity in search, non-video inventory will grow increasingly meaningful: Non-video ads will account for 11.4% of TikTok鈥檚 US ad revenues in 2023 and climb to 16.2% by 2025. Figure out how TikTok鈥檚 users feel about these ads.