Netflix and NBCUniversal are experimenting with new marketing strategies to connect with audiences beyond the streaming screen. Rather than relying only on trailers, social media ads, or traditional promotions, some studios are building campaigns that blend in-person experiences with digital engagement.
During a panel discussion at the Campaign Convene 2026 conference, executives from both companies discussed how this hybrid approach is shaping how shows and films are marketed, combining live fan events with online platforms and streaming services.
Industry observers often refer to the strategy as “phygital” marketing. The term describes campaigns that link physical experiences, such as fan conventions, themed installations, or pop-up events, with digital tools that extend engagement online. According to reporting from Campaign Live, executives from both companies said these campaigns help turn viewers into active participants rather than passive audiences.
The approach reflects a shift in how entertainment brands promote content in an era when streaming services compete for attention as much as subscriptions. A marketing campaign no longer ends with a trailer release or a banner ad. Instead, it may involve interactive events that encourage fans to share content, join discussions, and engage with a franchise across multiple channels.
Blending physical events with digital engagement
In practice, phygital campaigns often start with a live experience. A studio might host a themed pop-up tied to a new series or stage a fan event tied to a major film release. At the same time, digital tools extend the reach of the event.
In many cases, hybrid campaigns may include tools such as QR codes, social media integrations, or mobile apps that link the physical event to digital content. These interactions create a feedback loop in which the physical event fuels online conversation, and online discussion draws more fans to the experience.
Executives from Netflix and NBCUniversal described this approach as a way to build stronger ties between audiences and entertainment franchises. Physical experiences give fans a chance to connect with a show in person, while digital channels allow studios to follow how those interactions spread online. Campaign Live reported that the companies see these campaigns as a way to keep audiences engaged before and after a show’s release.
Why streaming companies are testing this approach
The strategy also reflects broader changes in how audiences consume media. Streaming platforms have grown quickly over the past decade, but they now compete with many forms of digital entertainment, including short-form video platforms and gaming. As a result, studios are searching for ways to make their content stand out in crowded feeds.
Separate industry research highlights the challenge. In its 2024 Digital Media Trends survey, Deloitte found that younger audiences often divide their viewing time between streaming services, social media platforms, and user-generated content sites. This shift has pushed media companies to think about marketing as an ongoing conversation rather than a one-time campaign.
Phygital marketing can also generate large amounts of user-created content. When fans attend a themed event or interactive experience, many record and share the moment online. Those posts often reach audiences far beyond the people who attended the event itself. Studios then track how that content spreads across platforms such as TikTok, Instagram, and YouTube.
Data and technology behind hybrid campaigns
Technology plays an important role in connecting these physical and digital moments. Mobile apps, QR codes, and location-based services can tie a real-world event to online content or rewards. Customer data systems help marketing teams track which experiences attract attention and how fans respond afterward. Social media analytics tools also help studios measure how much conversation an event generates.
These tools allow companies to gather insight about how audiences interact with a franchise across multiple channels. For example, a studio may see how many visitors attended a live event, how many scanned a code to unlock digital content, and how many later shared that experience online. Each step provides data that can shape future campaigns.
For media companies, the goal is to extend the life of a show or film beyond the screen. A successful event may create a ripple effect, driving interest weeks before a release and sustaining discussion long after the premiere.
The approach also mirrors strategies used in other industries. Retail brands and sports leagues have been experimenting with similar hybrid experiences for years. In those sectors, brands combine physical stores or events with mobile apps, social platforms, and online communities. Entertainment companies are now applying the same idea to storytelling and fan engagement.
At the same time, the model is still evolving. Some campaigns focus heavily on immersive events, while others emphasise digital participation tied to a smaller physical experience. Studios are still experimenting with which formats resonate most with fans.
What is clear is that entertainment marketing is expanding beyond traditional advertising channels. Streaming platforms remain central to how people watch shows and films, but fan engagement now stretches across many spaces, from social media feeds to live gatherings.
By linking these environments together, companies like Netflix and NBCUniversal are testing how marketing can move between physical spaces and digital networks. The results of these experiments may shape how future entertainment campaigns are designed, especially as streaming services compete to keep audiences engaged long after the play button is pressed.
(Photo by Marques Kaspbrak)
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