Pet Anxiety Awareness Month adds DOGTV for its 10th annual June campaign
Pet Anxiety Awareness Month adds a DOGTV distribution partnership for its 10th annual June campaign, the first time the streaming pet-media channel has joined the coalition. The expansion lands two weeks ahead of July 4, the calming category's biggest demand event of the year.
Pet Anxiety Awareness Month enters 10th year with DOGTV distribution
Pet Anxiety Awareness Month, the industry-supported campaign founded by Kristen Levine in 2017, runs its 10th annual edition across June 2026. The 2026 program adds expanded distribution through DOGTV, veterinarian-informed content on fear, anxiety and stress (FAS), and seasonal noise-aversion education timed to the July 4 fireworks window.
Past editions have pulled in Fear Free, the American College of Veterinary Behaviorists, ThunderShirt and PetHub, alongside a rotating list of calming and behavioral wellness brands. The campaign uses a coalition model: partners contribute content and reach, and Levine's Tampa-based media operation aggregates and amplifies it.
DOGTV is the headline addition for 2026. The streaming and FAST-channel pet media operator overhauled its distribution in late 2025, handing FAST channel management to VideoElephant and launching Unleashed by DOGTV, a sister channel focused on dog-owner lifestyle content.
Streaming distribution lands during pet anxiety's biggest demand window
Pet anxiety has moved from a behaviorist talking point into a defined product and content category, with seasonal demand peaks around July 4, New Year's and thunderstorm season now built into calming-product marketing calendars. The DOGTV addition extends the campaign's reach into streaming during the run-up to the fireworks window, the category's busiest stretch.
What June's partner mix signals for the calming category
Watch whether the 2026 partner roster pulls in newer entrants from the behavioral-wellness category alongside established calming-brand staples like ThunderShirt and Adaptil. The mix is a useful tell for where category attention is concentrating.
Source: Pet Living with Kristen Levine press submission, May 26, 2026.
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