Discovery Inc., the media giant, is putting its brand at the heart of efforts to develop the streaming audience for its Discovery+ service.

The background

Discovery Inc. launched its streaming platform, Discovery+, in January 2021. And it has since attracted 20 million subscribers, aided in no small part by a formidable commissioning schedule and a content library spanning tens of thousands of episodes. But in a highly crowded space, the brand knows it will need more than impressive numbers to stand out.

Why brand matters

Patrizio Spagnoletto, global chief marketing officer/direct-to-consumer at Discovery Inc., discussed its approach at the recent...