Custom content partnerships aren't just a marketing tactic, they're one of the fastest-growing segments in media today. The branded entertainment industry is on track to nearly double by 2034, and it's not hard to see why: branded content drives 86% brand recall, compared to just 65% for standard pre-roll ads. And when that content runs through a trusted media partner's network instead of a brand's own channels, brand lift jumps by 50%.
 

Why does this matter for brands? Partnering with a media company like NBCUniversal means borrowing built-in trust and fandoms audiences already love - and it works, driving up to 18% higher purchase intent than standard ads. When a brand's message is woven into IP and talent people already follow, it stops feeling like advertising and starts feeling like entertainment.
 

Here are some of the custom content partnerships I've led -connecting brands with NBCUniversal's biggest franchises, talent, and fan communities to create content audiences actually want to watch.