Marketing in media
media marketing: audience acquisition and retention, windowing and release strategy, franchises and fandom, and monetizing engagement.
Media and entertainment marketing operates under conditions distinct from most industries: content is both product and promotion, audiences fragment across platforms, and success depends on driving discovery, engagement and retention simultaneously. This block builds fluency in applying core marketing principles (segmentation, positioning, channel strategy) to films, streaming, gaming, publishing and live events. You will learn how the sector measures acquisition and lifetime value differently depending on business model (subscription, ad-supported, transactional), what benchmarks signal healthy performance, and how advertising standards, endorsement disclosure rules and consumer-protection regulations shape what can be promised and promoted before and after launch.
What you'll master
- Apply positioning and segmentation frameworks to content and platform marketing decisions
- Calculate and interpret CAC, LTV, churn and engagement metrics specific to subscription and ad-supported media models
- Benchmark funnel and retention performance against sector norms across streaming, gaming and publishing
- Run pre-launch compliance checks covering advertising standards, influencer disclosure and consumer-protection rules
Key terms
Modules
Covers how core marketing principles apply to media, audiences, windowing, franchises and monetization.
Covers media funnels, acquisition costs, lifetime value, churn signals and sector benchmarks.
Covers advertising regulation, protecting vulnerable audiences, fair-treatment rules and pre-launch compliance.
Latest articles
Recent articles from the blog that apply to Media & Entertainment.
- Creators told MrBeast's model to go further: why equity deals are replacing flat feesCreators are pushing brands for equity stakes instead of one-time fees, reframing themselves as co-founders rather than media placements. CMOs who treat this as a negotiating tactic will miss the structural shift underneath it.
- Man City Women's rebrand: repositioning a sports brand without losing the fans who built itManchester City Women is rebranding not to fix a broken identity, but to build one that matches where the players and the sport are heading. The decisions its marketing team made offer a sharp lesson in how to move a brand forward without cutting the rope behind you.
- Measuring influencer ROI past vanity metrics: a field guide to the players who got it rightLikes and follower counts never paid a salary. This field guide profiles the companies, creators, and milestones that have moved influencer measurement toward numbers that actually connect to revenue.
- Short-form video strategy: why the platform-first orthodoxy is failing CMOsEvery marketing team is racing to produce more short-form video across TikTok, Instagram Reels, and YouTube Shorts. The received wisdom about how to win there deserves more scrutiny than it typically gets.
- How Amazon turned retention into its primary growth engineAmazon's decision to build Prime around habit rather than discount reshaped how the company acquires, retains, and monetizes customers across every product line. The mechanics behind that choice offer CMOs a concrete model for treating the customer lifecycle as a revenue engine, not a defensive cost center.
- The creator economy as a media channel: a CMO playbookThe creator economy has matured past novelty into a media channel that rivals paid and owned in reach, trust, and cost efficiency. This playbook walks through how to build, manage, and measure a creator program that delivers consistent commercial results.