How Marketplaces Are Building Their Own Brand Studios

Episode 25 of The Platform Economy examines a surprising trend: major marketplaces like Amazon, Shopify, and Etsy are launching in-house content studios to produce TV shows, podcasts, and documentaries. Lucas and Luna unpack why platforms are becoming media creators—from Amazon's 'The College Dropout' series about its own sellers to Shopify's e-commerce storytelling. They explore how this shifts the balance of power between platforms and brands, turning marketplaces into gatekeepers of attention as well as transaction. The episode cites specific examples including Amazon's content studio producing 30+ shows, Etsy's seller documentaries, and the broader strategic logic: owning the narrative around your ecosystem. Lucas and Luna also discuss the risks—alienating partners, regulatory attention, and the challenge of credible storytelling when the subject is your own platform. A must-listen for anyone in platform business, e-commerce, or brand strategy. #MarketplaceMedia #BrandStudio #Amazon #Shopify #Etsy #ContentMarketing #PlatformEconomy #FexingoBusiness #BusinessPodcast #BusinessAndTechnology #PodcastEpisode #NetworkEffects #TwoSidedMarkets #Ecommerce #DigitalMedia #ContentStudio #OwnedMedia #PlatformStrategy Keep every episode free: buymeacoffee.com/fexingo