How Specialized Streaming Services Hold Their Own in a Netflix-Dominated Field
They're letting subscribers go deep instead of being ‘everything for everyone’
Small streamers say they’re seeing benefits from the growing interest in streaming television.
BritBox
Key insights:
- One-quarter of U.S. households supplement their subscription to a major streaming service with a more niche offering.
- “We try to be everything for someone, not everything for everyone.”
BritBox, the streaming service from BBC and ITV that specializes in British films and movies, wants to thank streaming behemoths like Netflix and Amazon Prime. The series those hefty OTT offerings feature on their platforms, including The Crown, The Bodyguard and Downton Abbey, helped whet an appetite for British TV shows among U.S. audiences, making business prospects for BritBox—dedicated entirely to streaming British programming—look bright.
This story first appeared in the March 9, 2020, issue of Adweek magazine. Click here to subscribe.
