Case Study


Launching a major new SVOD and optimizing MarTech stack.

About BritBox

BritBox is a leading online digital video subscription service, operating as a joint venture of the BBC and ITV plc, serving the United Kingdom, United States, Canada, South Africa, and Australia.

What We Did

The Problem

Long before BritBox was streaming much loved shows to audiences around the world, they came to Pickaxe with an idea for their new streaming service. They were looking for an experienced team to help them launch a direct-to-consumer business in the US and needed some help taking the idea from concept to launch.

After launching, BritBox then wanted to improve how they collect data, and especially how they identify which customers were their best, what content drives the most acquisition and retention, and what marketing channels delivered the highest quality subscribers in order to optimize their marketing and accelerate growth.

As BritBox continued to expand into new countries, they outgrew their analytics solution and needed to improve data collection across multiple platforms and many billing providers, including syndicated and direct billing revenue streams. They needed a way to analyze acquisition performance across marketing channels, but first needed to improve ad attribution, and they had no easy way to analyze LTV or connect the dots from acquisition through consumption. 

The Results

After a successful launch, Britbox exceeded all company targets and, according to Parks Associates OTT tracker, remains the fastest-growing targeted standalone SVOD service to have launched within the last three years, now having over 1.2 million subscribers in the US alone. And Britbox UK hit its target of over 500k+ subscribers in just a few short months.

And with Pickaxe’s additional help with schema development and analytics and data architecture, Britbox is now able to identify their highest value users, create content affinity lookalike audiences, and eliminate spend on networks providing high churn subscribers.

Four years later, the Pickaxe solutions have continued to scale with Britbox’s business across multiple regions, and a massive influx of new users





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