For brands
A studio needs producers, talent, formats and distribution. Few brands have all of that in-house, so partners decide what gets made and seen.
Insights
Brands are becoming studios.
First, brands brought their advertising in-house. Now many are building teams that make series and films. We track who's building them, who they partner with, and what's working.
The in-house shift
Most big advertisers now have an in-house agency.
In the ANA's 2023 survey, 82% of member companies had an in-house agency, about double the share in 2008.
92%
of respondents still work with outside agencies. In-house doesn't mean alone. It means brands need the right partners.
Source: ANA, "The Continued Rise of the In-House Agency," 2023 edition.
See the data as a table
| Year | ANA members with an in-house agency |
|---|---|
| 2008 | 42% |
| 2013 | 58% |
| 2018 | 78% |
| 2023 | 82% |
Source: ANA (Association of National Advertisers), "The Continued Rise of the In-House Agency," 2023 edition.
What's next
From in-house ads to in-house entertainment.
The next step is brand-owned studios that make series and films. Digiday reports that Dick's Sporting Goods, SharkNinja and LVMH are among the companies setting up in-house studios for original content.
Read Digiday's reportFor productions
Brands with studios are a new kind of partner, with budgets, audiences and reasons to back the right story.
Across markets
The shift is happening in the U.S. and in Korea, and the most interesting deals happen where the two meet.
Coming soon
Brand Studio Tracker
A living list of brand-owned studios in the U.S. and Korea. Every entry is sourced.
| Brand | Studio | Launched | Formats | Where it airs | Partners | Source |
|---|---|---|---|---|---|---|
Building a brand studio, or partnering with one?
Start with a 30-minute intro call. We'll talk through the partners, formats and markets that fit.