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BritBox Bets on Crime and Corsets for Growth
20 Nov
Summary
- BritBox focuses on crime dramas and period pieces to attract US audiences.
- The streamer is partnering with Hallmark+ and HBO Max to expand reach.
- BritBox prioritizes subscriber retention over aggressive growth tactics.
BritBox is carving out its niche in the U.S. streaming market by concentrating on "crime and corsets" genres, aiming to attract viewers beyond existing Anglophile fans. The streamer is actively forging partnerships, notably with Hallmark+ and HBO Max, to increase visibility and accessibility. These collaborations are designed to introduce new audiences to British television through curated selections and bundled offerings, effectively lowering the barrier to entry.
While acknowledging the popularity of major British shows on larger platforms, BritBox's strategy centers on fostering subscriber loyalty and retention. The company emphasizes its role as a curator, trusting that its carefully selected programming will resonate with viewers, leading to long-term engagement. This approach prioritizes sustained growth and a strong relationship with its core audience over rapid expansion.
The platform, now wholly owned by BBC Studios, operates with a degree of autonomy, sourcing content from across the U.K. market. BritBox's CEO, Robert Schildhouse, aims to build an enduring business by focusing on audience delight and deliberate growth, proving that a distinct identity can thrive amidst the competitive streaming landscape.
