In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Isabella Sobieski, Director of Brand and Marketing at Pluto TV. Pluto TV is competing in one of the most crowded entertainment landscapes by positioning itself as the anti-subscription streaming service - completely free, always. Operating across 36 countries since being acquired by Paramount in 2019, Pluto TV faces a unique challenge: convincing consumers accustomed to Netflix's on-demand model or traditional TV's familiarity that there's a third way. By treating content curation as community building, leveraging nostalgia as a psychological trigger, and finding white space in niche content markets, Pluto has carved out a sustainable position in an oversaturated streaming market.