Why Streaming Platforms Are Copying Cable

People are channel surfing again.

In late 2000s, Netflix revolutionized the entertainment industry with the launch of its streaming video service. Audiences flocked to the platform, making it harder than ever for even the biggest brands to compete.

Now some brands have found a way to cut through the noise — by returning to the past.

Companies like Peacock, Crackle and Pluto TV have pioneered a new streaming model that recreates the aesthetic of cable TV. Their platforms feature linear programming with movies, reality shows and classic TV episodes. They’ve even brought back commercial breaks and program guides.

Anyone who’s struggled to pick something to watch on Netflix knows there’s nothing chill about the overwhelming number of choices. The channels provide a laid back alternative to that scroll fatigue. Older audiences enjoy the nostalgia of channel surfing while under-25 viewers rave about the “innovative user interface.”

New Twists on Proven Tactics

By merging the traditional TV experience with modern streaming technology, these brands have created a fresh model that is growing in popularity.

Streaming viewership has gone up 63% during the pandemic. Peacock has already seen over 33 million sign-ups since its launch in July, and Crackle and Pluto TV each have nearly 30 million users in the U.S.

Innovations in marketing and digital media offer exciting new ways to engage audiences. But shifts in the industry also open up opportunities to rethink traditional methods.

With endless digital downloads and PDFs, physical fliers and collateral can cut through the noise. Podcasts offer a meaningful new take on radio advertising. Even Twitter’s buying billboards.