This Connected TV Channel Is Making Money From Branded Content, not Ads

Lightbeam.TV is coining branded video on demand as CTV ad spending explodes

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Lightbeam.TV, a video publisher, is creating a TV channel funded by branded content, rather than 30 and 60-second spot commercials.

The startup currently exists on social channels like Instagram and TikTok and is set to debut as a connected TV publisher in 2023, according to CEO and co-founder Stephanie Sharis. As a TV channel, it aims to support itself exclusively through high-quality branded content, interspersed throughout linearly-programmed film festival-quality short videos.

Think Criterion Channel with ads—if the ads weren’t really ads.

“We’re not in the business of breaking up content with ads,” Sharis said.



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