Creating a branded documentary or series that reaches and resonates with your audience is an exciting venture. Many brands dream of seeing their film on Netflix or a similar streaming platform. They imagining a broad reach and increased prestige. But is a big-name platform always the right distribution strategy?

Industry experts Marcus Peterzell, CEO of Passion Point Collective, and Brian Newman, founder of Sub-Genre, think it’s worth reconsidering. They encourage brands to dig deep into their goals before committing to the big leagues of streaming. And also suggesting a flexible, multi-platform approach tailored to audience needs and budget.

Based on an in-depth conversation both entrepreneurs had on the Content that Moves podcast, we’ll unpack the essential insights and budget impacts of distribution choices. (We put the full audio episode at the bottom of this page.) This way we hope you can make informed decisions about where to best invest your resources to meet your brand film’s goals.

As we’ve said in previous posts, a lot of energy has to go into the actual distribution of your brand’s content assets. Heard of our 30-70 rule? And this post is all about this.

Define your brand film’s goals first

Marcus and Brian’s first piece of advice is clear: before picking a distribution channel, be precise about your goals. What do you want your audience to feel, know, or do after watching? How will you measure success? Is it brand visibility, engagement, impact on a specific demographic, or perhaps generating discussion on a particular issue? With a clear set of Key Performance Indicators (KPIs) and a defined target audience, you’re better positioned to choose the most effective distribution channels.

For example, if the goal is to reach younger, diverse audiences, a platform like Tubi might be a better fit than Netflix, as it currently performs well with this demographic. And while Netflix has the brand cachet, it offers limited viewer data, making it difficult to measure engagement beyond vague viewership metrics. This type of tailored distribution approach allows for a more efficient use of budget and resources.

Distribution in a multi-platform world

Gone are the days when landing on a single channel was the pinnacle of success. Today’s media reality demands a multi-platform approach. Leveraging multiple outlets—including niche streamers, YouTube, film festivals, and industry conferences—can maximize the reach and longevity of your brand film. This approach also spreads budget allocation across several channels, enabling a wider range of touchpoints to capture your audience.

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However, a multi-platform strategy can be more costly than a single-platform approach due to entry fees, promotional expenses, and platform-specific adaptations. For instance, presenting your film at industry events or film festivals can be an excellent way to boost credibility and attract press. but keep in mind that it requires budgeting for entry fees, event coordination, and on-site promotions.

The takeaway? By diversifying your distribution plan, you may increase your total budget, but you also amplify your film’s reach and relevance across multiple audiences.

Budgeting for content quality: why storytelling always comes first

Marcus and Brian emphasize that high-quality, authentic storytelling is non-negotiable. Whether it’s a branded YouTube video or a full-length documentary, the story must engage audiences in a genuine, relatable way. Poor storytelling is unlikely to succeed regardless of the platform or budget allocated to promotion.

We have an entire content hub on the subject of brand storytelling!

Investing in skilled writers, directors, and producers can significantly raise production costs but is essential for ensuring that your content stands out. In addition to this, well-executed brand films may be eligible for licensing as originals by platforms like Roku, which can help offset distribution costs. Although paid distribution is often necessary, having a genuinely compelling story improves your chances of being picked up by platforms willing to contribute to promotion.

Data transparency and choosing platforms that provide metrics

An increasing number of brands are prioritizing transparency, especially when it comes to viewer data. For some brands, knowing exactly who engaged with their film, for how long, and with what effect is more valuable than the reach associated with a platform like Netflix, which doesn’t share detailed audience metrics.

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In this context, platforms like Roku and YouTube offer better data insights, allowing brands to track engagement and optimize future campaigns based on concrete results. While these platforms may not have the same “sex appeal” as Netflix, they provide critical performance data that can drive smarter decision-making.

Paid vs. organic promotion

When it comes to paid and organic promotion, Marcus and Brian suggest balancing both. Some editorial-driven publications or smaller streaming services may agree to showcase your film without a significant media buy, especially if the content aligns with their audience. Developing these types of partnerships means allocating budget toward building editorial relationships, but it can offer an authentic reach to engaged, niche audiences at a lower cost.

In addition to this, brands can boost visibility through paid promotion on platforms like Roku or YouTube, where they control where and how often audiences see their film.

Hybrid and alternative channels: a more cost-effective reach

If the primary goal is visibility among a targeted audience, hybrid or alternative channels, like free ad-supported streaming television (FAST) channels, can help maximize your reach without the unpredictability of large-streamer algorithms. Niche streaming platforms and community screenings, such as those Marcus and Brian have organized through events or nonprofits, are lower-cost options that still offer a significant impact.

For instance, Marcus and Brian describe hosting community screenings in small towns across the U.S. for a brand-funded documentary on volunteer firefighters. By partnering with local fire departments, they activated a loyal, specific audience at minimal cost, achieving both engagement and community support.

This hybrid approach also works well for brands hoping to reach viewers in specific regions or demographic groups. The associated costs, like local marketing and event logistics, tend to be lower than national-scale campaigns but still require budgeting for on-the-ground promotion and activation.

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Understanding budget implications of your strategy

Ultimately, these insights point toward a modular budget model—one that is flexible and adaptable. Here’s how a modular budget could be structured based on the experts’ recommendations:

  1. Strategic distribution planning: Allocate a portion of your budget for a custom distribution plan. Multi-platform strategies require budgets for several distribution points, from streaming to festivals to community events.
  2. Storytelling excellence: Set aside a significant budget for content quality—well-crafted, engaging content is essential. The investment in production talent, such as writers, directors, and editors, will increase the upfront cost but can pay off in the form of higher engagement and potentially platform contributions to promotion.
  3. Data transparency & targeted promotion: Platforms offering robust data analytics may require a higher investment, but this allows for more data-driven insights. This budget segment should also consider paid promotion options on these platforms for targeted reach.
  4. Alternative channels & hybrid partnerships: Small streaming services, editorial-driven publications, and local screenings provide cost-effective distribution opportunities. Budgeting for these partnerships may include costs for public relations, event coordination, or limited paid ads to increase reach.

In total, the more customized your approach, the higher the potential cost—yet, the more aligned it is with your brand’s unique goals. Rather than relying on the visibility of a big platform, this method gives brands control over reach, engagement, and measurement. By strategically using a flexible budget model, you maximize the ROI for your brand film, ensuring it reaches the right audience with measurable impact.

Is your brand film ready for a multi-platform world?

As the branded content industry and real-life reality continues to evolve, it’s essential to have a clear distribution strategy tailored to your goals and budget. What platforms will bring your story to life? Where will you find the most engaged audience? And how can you ensure your investment delivers meaningful results? For help navigating the complexities of today’s distribution environment, book an expert at Toast Studio to discuss your brand’s unique needs.