Think Your Space Is Too Crowded To Grow? Not Necessarily…

  • Category: Niching

You’ve read about the streaming wars—Netflix, Amazon Prime, Disney+ and Apple TV+.

One would think it’s the worst time ever to start a streaming service.

Unless you niche.

BritBox—which specializes in licensed and original British programs for women over 45—has hit a million U.S. subscribers, doubling in just 14 months.

“If you think about it, everyone else has to be everything to everybody,” said Soumya Sriraman, BritBox’s CEO and president in an interview, referring to services like Hulu, Netflix and YouTube TV. “They have to be all things to all people —so who then are they for?”

The message for authority builders: there’s pretty much always room for a niche player, no matter what else is going on in your space.