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Published Jun 27, 2022

Office Hours: Portfolio Diversification, the Streaming Industry, and the Future of Brand Strategy

Scott Galloway delves into the essentials of portfolio diversification amidst volatile markets, evaluates TikTok's disruptive force in streaming, and explores the evolution of brand strategies, spotlighting innovation and strategic communications as key to future success.
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  • TikTok's Impact

    TikTok's influence on the streaming industry is profound, reshaping the landscape with its vast talent pool and user engagement. highlights that TikTok's 21 trillion minutes of user engagement last year dwarfs Netflix's 9 trillion, showcasing its dominance 1. The platform's talent pool, with 850 million creators, vastly outnumbers traditional media, likening TikTok's impact on Netflix to what Netflix did to Hollywood.

    Market dynamics will always trump individual performance.

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    This shift suggests a new era where streaming platforms must adapt to TikTok's innovative model to remain competitive.

       

    Streaming Dominance

    The future of theatrical releases faces challenges as streaming services continue to dominate. notes that while blockbusters like "Top Gun: Maverick" show there's still a market for traditional releases, the industry is shrinking and becoming riskier 2. Streaming offers a more sustainable model with predictable valuations, despite recent overinvestment.

    Streaming has taken what I call a cyclical hit. What do we mean by that? It's been over invested.

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    Investors are advised to be cautious with theater-related investments, as the trend leans heavily towards digital platforms.

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