Disney+, Max, Peacock, and Channel-fil-a?
Yes, Chick-fil-a is reportedly interested in launching its own streaming “platform,” according to a new report by Deadline. Deadline notes the platform would feature a mix of original, family-friendly programming, which aligns with Chick-fil-a’s religious legacy.
The company is reportedly working with top production firms and studios to develop mostly unscripted, reality show-like content and is also considering licensing and acquiring additional shows (which is great for everyone as more broadcasters try to monetize through content deals and licensing). There is even a goal for scripted and animated projects, according to Deadline, though given the price tags, perhaps those will come later.
Why This Matters:
Does this make sense? The Internet seems to hate this idea. Of course, it does. That’s what the Internet does. But, if you have a captive audience through a beloved brand, why wouldn’t you leverage that in another way? A streaming channel makes sense.
Now, is this an adtech story? Possibly. Here’s why:
Ad-Supported: Chick-fil-a could create ad-supported content in the form of a FAST channel, giving it the ability to create a media network. We’re seeing more non-retail companies launch media networks. Chick-fil-a could lean into this as an option and explore selling inventory over time to non-endemic advertisers. Brands could leverage Chick-fil-A’s platform to reach families interested in content that is wholesome and engaging, aligning with the values projected by Chick-fil-A’s new venture.
Technology: Beyond the content, if Chick-fil-a does create its own ad-supported platform or channel, what powers it? What does that tech stack look like? Companies like Future Today, which provide streaming technology for brands like Lego and Cocomelon, might be candidates for such a partnership. That’s if this is a channel. If Chick-fil-a attempts to build something greater—a real platform offering that also features ads, then a patchwork of adtech partnerships are likely to make that possible.
Experts React:
But this all depends on whether or not this idea comes to fruition more generally. Right now, the adtech community’s response to a Chick-fil-a streamer is much like the rest of the Internet — understandably skeptical.
Advertising and CX expert Rio Longacre of Slalom Consulting tweeted, “If Disney is struggling to monetize streaming, I have a hard time believing [Chick-fil-a] can.”
Our Take:
Chick-fil-a’s move into streaming could redefine how brands engage with their audiences beyond traditional boundaries. By tapping into a loyal customer base with family-friendly, ad-supported content, Chick-fil-a not only diversifies its business model but also sets a precedent for how non-media companies can leverage their brand strengths in new, digital arenas. If successful, this venture could serve as a blueprint for other companies looking to expand their footprint in the evolving media landscape.
