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These streamers don’t behave like consumer companies — they want only to chase awards and industry prestige. They announce their new programming in industry trades, spend tons of money on industry events, concentrate their outdoor marketing along routes favored by their top executives (or rivals), and are singularly obsessed on getting attention from the industry. But they really wonder why no one pays attention.

Oh, there is one big exception, of course: They spend money on Comic-Con. Because that’s where “consumers” are … even though 70% of SDCC attendees are industry-types.

They have to start acting like real consumer companies, spending against consumer eyeballs. It’s no wonder NBC is failing worse than the others, but they’re all doing this. Their marketing and PR teams have zero awareness of how to build a consumer-driven campaign that results in actual consumers buying the product.

It’s sad.

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