In this episode of Inside Content, I sat down with Kieran Knight, Senior Manager responsible for QVC+ and broadcast distribution across QVC International, to discuss how QVC is adapting its shoppable TV proposition as audiences increasingly move towards streaming, Connected TV and other digital platforms.
At the centre of QVC’s strategy is QVC+, its streaming service combining linear, on-demand and editorial content. Kieran explained that the service is helping QVC reach different audiences while making content easier to discover, whether viewers are looking for a specific product, category or more editorial-led “shoptainment” content.
A recurring theme in the conversation was how the role of the TV screen is changing. While transactions may increasingly happen through websites, mobiles or QR codes, Kieran still sees the big screen as an important tool for building trust, telling stories and strengthening the relationship between QVC’s presenters and its audience. Attribution remains a challenge, however, particularly when viewers move between platforms before completing a purchase.
FAST is another area QVC is preparing to explore in its European markets. Rather than simply replicating its linear channels, Kieran sees an opportunity to test different approaches, including using FAST for brand awareness, audience growth and more editorial-led programming, while retaining a shoppable element.
Looking ahead, personalisation and AI could play an increasingly important role. From using AI to support metadata and clipping workflows to creating more personalised viewing and shopping experiences, QVC is exploring how technology can make its proposition more relevant to individual viewers. Kieran also highlighted partnerships, such as QVC’s work with Narrative Entertainment, as another route to reaching new but complementary audiences.
Key Topics Discussed:
- The evolution of shoppable TV
- QVC+ and the move into streaming
- Editorial “shoptainment” content
- The role of the big screen in driving engagement
- Attribution and the customer journey
- QVC’s approach to FAST
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