By Vicki Lins, CTAM President & CEO
In today’s crowded streaming market, the key to success isn’t about appealing to everyone — it’s about forming deep connections with the right audience. That’s the key takeaway from my recent conversation with BritBox CMO Diana Pessin on the Thinking Out Loud podcast. What stood out most was that BritBox isn’t just growing, it’s growing smarter.
Launched initially as a nostalgia hub for British TV lovers, BritBox has evolved into a multidimensional, premium brand with a clear sense of identity and purpose. “We’re not just here to provide content, we’re here to build a brand experience,” Pessin told me. “There’s something really powerful about creating emotional resonance, not just functional value.”
From data-driven subscriber targeting to lifestyle branding, our conversation revealed a wealth of lessons on navigating today’s evolving marketplace.
Key Takeways
- Niche is Not a Limitation. It’s a Strategy
BritBox proves that focus breeds loyalty. It offers a strong editorial voice and curates content that reflects a cohesive identity. - Lifestyle Branding Matters
Consumers are drawn to services that align with their personalities and interests. BritBox builds cultural affinity and emotional attachment. - Retention Begins with Relevance
BritBox uses data to identify what keeps subscribers engaged and tailors content, messaging, and even programming windows accordingly. - Quality Over Quantity Wins Long-Term
Rather than flood the zone with content, BritBox leans into smart pacing, content discovery ease, and community engagement. - Fandom Drives Stickiness
By fueling fandom through curated experiences and social engagement, BritBox reduces churn and boosts advocacy.
Streaming as Lifestyle: From Content to Cultural Identity
One of BritBox’s greatest strengths is that it’s not just a library of British TV — it’s a cultural portal. “We’re pushing past the old tea-and-royals cliché,” said Pessin. “We want viewers to see the full range of British storytelling. It’s witty, smart, suspenseful, emotional. It’s constantly evolving.”
That brand personality comes through in everything from the interface and merchandising to the marketing of premieres and classic hits. BritBox isn’t just watched; it’s an experience that resonates with its audience. And that’s key in a landscape where 67% of U.S. consumers say they value streaming services that tailor recommendations to reflect their personal interests and values (CTAM/Magid, 2024).
Services that evoke a “mood,” such as cozy mystery nights, cheeky humor, lush period dramas, foster deeper engagement. “If we can become part of someone’s week, not just their screen, we’ve done our job,” Pessin said.
Bundling with Meaning: Beyond Discounts
In a fragmented subscription landscape, bundling is on the rise, but Pessin sees room for smarter bundling, not just cheaper ones. “People want bundles that make sense for them, not just three platforms thrown together,” she explained. “If we pair with services that match our viewer’s lifestyle, it adds value.”
Research backs her up:
- 23% of households currently subscribe to a discounted SVOD bundle, and
- 25% say they’re likely to sign up for one soon (Circana, 2024).
But the bundling opportunity goes beyond video — interest is high in product and service bundles that span retail, telecom, mobile, and music.
This opens the door for curated partnerships that align with BritBox’s identity. Think tea brands, bookstores, travel, or mobile plans tailored to its viewer base.
Reducing Churn Through Connection
A key challenge for all SVOD services is churn. 14.2 million U.S. households canceled a streaming service after the show or movie they joined for ended (Circana, 2024). BritBox’s approach to reducing that churn? Build continuity, not dependency.
“Of course we want hits,” said Pessin. “But it’s just as important to think about the after. What are we surfacing next for that viewer? How are we keeping them emotionally invested?”
BritBox blends smart merchandising, eventized drops, and community cues to keep viewers leaning in. Its data strategy also helps tailor outreach to different cohorts: new joiners, longtime fans, or lapsed subscribers. “We’re investing more in personalization,” said Pessin. “We’re still growing our toolkit, but the goal is always to make people feel seen.”
Discovery as Differentiator
With so much choice, 84% of consumers say ease of content discovery is critical when selecting a video service (CTAM/Magid, 2024). BritBox meets that moment with clean curation and highly editorialized categories like “Quirky Detectives,” “Cozy Crimes,” or “Brits Behaving Badly.”
“Discovery should feel like a friend’s recommendation, not a chore,” said Pessin. “We lean into tone, humor, even nostalgia to help people find their next favorite show.”
It’s not just about tech. It’s about taste.
Insights for Industry Peers
While BritBox serves a niche, its approach has broad implications. As streamers contend with subscription cycling, content overload, and price fatigue, BritBox shows that:
- Clarity of brand and purpose resonates
- Lifestyle positioning deepens loyalty
- Content discovery needs to feel human
- Retention isn’t reactive — it’s designed
- Cultural specificity can scale when executed well
“We know we’re not for everyone, and that’s our strength,” said Pessin. “Our job is to keep delighting the people who are here and give them reasons to keep coming back.”
But more importantly, BritBox’s strategy underscores a larger shift in the streaming marketplace: in a world of endless content, brand meaning and emotional connection are becoming competitive advantages.
Listen to the full interview on the Thinking Out Loud podcast.
Additional Resources
View a snapshot of 22 SVOD bundles evaluated in the study
Plus, explore the bundles consumers want – beyond just video – through insights from CTAM and Magid’s Content + Connectivity Consumer Insights study.
CTAM and Magid’s Content + Connectivity Consumer Insights Study
Consumers face an ever-growing complexity of video service options when it comes to satisfying their video needs. They seek not more services and options – in fact, churn continues across pay TV services and is growing for many SVODs – but instead a centralized experience that can simplify, optimize, and personalize their viewing experience.
Consumers desire flexible, customizable bundles that allow them to easily manage their subscriptions and save money. Learn more about how content discovery is critical to success, how FAST services are leading the way and how loyalty programs are being tested below.
