From Screen to Store: Redefining Premium Streaming for Luxury Shoppers

During Cannes Lions, Vogue Business and Amazon Ads welcomed senior executives from across the luxury industry to an exclusive session at Amazon Port, exploring how streaming TV is reshaping the way luxury brands connect with affluent consumers. Held in an intimate private room overlooking La Croisette, the event showcased the latest research from Vogue Business and Amazon Ads exploring the role of streaming in luxury discovery.

The event began with welcome remarks from Amazon’s US head of entertainment and telecommunications Alexys Coronel, who was joined by Fabiem Magalon, CEO and co-founder of ad attention measurement specialist xplan.ai. Together, they spoke about the innovations in measuring performance in a brave new world of digital marketing. “Content, context, and consistency are inherently important to successful digital marketing strategies, but having the tools to measure that impact are more important now than ever before,” Coronel said.

The session continued with a presentation from Anusha Couttigane, head of custom insights at Vogue Business, unveiling teasers from an upcoming whitepaper on the future of luxury attention. Based on a survey of more than a thousand US luxury consumers, the findings revealed that streaming environments are increasingly outperforming social media when it comes to inspiring discovery and driving purchase intent.

Among the key themes shared was the evolving definition of “premium” from a concept rooted solely in exclusivity to one defined by relevance, seamless experiences, and cultural resonance. “Since premium is increasingly defined by whether an experience feels relevant, seamless, and culturally aligned, luxury advertisers need to consider streaming as a luxury environment, and which streaming services can actually function as an extension of a brand experience,” Couttigane explained. Ultimately, she recommended a shift from measuring awareness (viewability rates, video completion rates) to measuring attention.

Survey respondents cited characters and talent from streaming shows as their leading sources of fashion inspiration, while advertising within premium streaming environments was shown to outperform traditional digital channels during the upper stages of the purchase journey. The research also highlighted growing demand for shoppable advertising experiences and closer collaboration between luxury brands and entertainment platforms, with respondents expressing strong interest in seeing fashion integrated authentically into television, film, and live programming.

The presentation concluded with practical recommendations for luxury marketers, emphasizing the importance of aligning creative content with the genres audiences already love, investing in premium streaming environments, and collaborating earlier with entertainment partners such as Prime Video to create culturally relevant storytelling that extends beyond traditional advertising.

After the presentation, guests enjoyed a panel discussion moderated by Amy Hyland, head of fashion, fitness and luxury ads at Amazon Ads, joined by Greg Coleman, head of integrated marketing at Amazon MGM Studios; Charlotte Maines, VP of devices content ads at Amazon Ads; and Eni Tay-Agbozo, head of analytics at Amazon Ads. Together, the panel explored how entertainment, advertising, and measurement are converging to create opportunities for luxury brands to reach highly engaged audiences across the customer journey, while discussing the role of premium content and measurable outcomes in future marketing strategies.

“Premium content earns attention, while elevated experiences move consumers through the funnel. Amazon delivers both, and measures the in-store impact. Thanks to the rigorous research from Vogue Business and xpln.ai, we can show the industry the value of it,” shared Hyland. “That’s stream to storefront.”

Many of the preferred entertainment formats for discovering luxury fashion (movies, reality TV, exclusive live content) are covered widely by Amazon’s Prime Video — much like respondents’ favorite genres to watch, regardless of their luxury fashion needs (romantic comedies, action, and reality TV). "Our content sets the tone for what audiences aspire to. When a luxury brand lives inside that story, or alongside it, it becomes part of the aspiration," shared Amazon MGM Studios's Greg Coleman. Meanwhile, Hyland cited romantic drama Off Campus as an example of how to blend this desire for escapism with desirability for a Gen Z audience, reinforcing a point Couttigane made about how many of the criteria consumers cited as defining “premium streaming” were prioritized further by younger cohorts.

The event ended with cocktails and canapés, bringing together guests from brands, media, and agencies to continue the conversation on the growing importance of streaming TV as a strategic channel for luxury marketing.

Watch this space for the upcoming Vogue Business and Amazon whitepaper on The Future of Luxury Attention.