Consumer appetite for subscription streaming services has transformed the industry over the past decade, but new data from Omdia has found a notable shift in the SVOD "stacking" behavior. Omdia's latest report found that there has been a significant change in the way consumers are subscribing to multiple streaming services: previously, they would often stack multiple subscriptions to gain access to a wider range of content, but they are now becoming more selective in their choices and opting for a more focused approach to their streaming subscriptions. In this landscape, how can niche platforms such as Flixxo, OUTtv, Qalbox, Acorn TV, and Kocowa survive and stand out from streaming giants like Netflix or Disney+?
AMC Networks’ streaming strategy has always been focused on offering specialized and targeted services that appeal to fans of specific genres or types of content. “Our AMC+ service, for example, is built around the kind of high-quality scripted dramas that have defined the AMC brand for years, going back to shows like ‘Mad Men,’ ‘Breaking Bad,’ and ‘The Walking Dead.’ But we also have Shudder, which is the best and most comprehensive streaming service for horror fans in the world; Acorn TV, for fans of international dramas and mysteries; and HIDIVE, for those looking for the best in anime. We really drill down into these various content categories and offer fans exactly what they are looking for, with a level of depth and authority that can’t be matched by larger services that need to offer something for everyone. We want each of our services to do one thing better than anyone else, and fans have responded,” Courtney Thomasma, Executive Vice President of Linear and Streaming products for AMC Networks, stated.
Qalbox offers global Muslim lifestyle content that is anchored on the Islamic faith. "We offer niche content that resonates with diverse Muslim cultures, including films, series, documentaries, and educational content in multiple languages. In addition, we also include Quranic recitations, lectures, and teachings from respected global scholars to cater to spiritual needs," Junaidah Said Khan, Head of Content at Qalbox, stated.
"Flixxo stands out by offering a decentralized, community-driven streaming experience that goes beyond the algorithms of traditional platforms. Our content is short-form, independent, and comes from creators worldwide, providing a fresh and diverse range of stories often overlooked by mainstream services," Adrián Garelik, CEO at Flixxo, said. "Flixxo also empowers users through its tokenized economy. Creators and viewers can earn Flixx tokens, turning content interaction into a rewarding experience," he added.
There are a few notable differences between Kocowa+ and the major streaming platforms. "We are a specialized channel focused solely on the best Korean content that caters to a specific audience segment," KunHee Park, CEO at Kocowa, explained. "As a tech-entertainment platform, we have set ourselves apart by strategically curating over 40,000 hours of the best Korean entertainment from K-Dramas, K-Variety Shows, and K-Pop, and we are constantly adding more," he added. Another key differentiator is Kocowa+ unique content scheduling method. "We don't release entire series at once. Instead, we localize premieres in real-time and release episodes as they roll out in Korea," he explained.
Focusing on LGBTQ+ content, OUTtv is the world's leading premium service provider for that community. "What makes OUTtv unique is our audience and how we produce content. While other platforms offer some LGBTQ+ content as part of their slate, we exclusively focus on this community and make deliberate choices for what best serves it specifically," Brad Danks, CEO of OUTtv, commented. "Our original and acquired programming is not just about the LGBTQ+ people and perspectives; it is also written, produced, and starred in LGBTQ+ creators both on and behind the camera, telling their stories authentically," he completed.
ENGAGING SUBSCRIBERS
Retaining the platforms' subscribers and getting new ones is a big challenge for niche streaming services. Flixxo does it by focusing on its niche: independent, short-form content that resonates with younger audiences who value community and discovery over commercialized media. "Our upcoming 'Ticket 3.0' model, using NFTs for exclusive access, adds an innovative edge that appeals to users interested in owning a piece of the content experience. Partnerships with telecom carriers and integrations with Web3 platforms will further enhance user reach, making Flixxo accessible, engaging, and rewarding in ways that major streaming services do not offer," Garelik explained.
Junaidah Said Khan mentioned that Qalbox encourages its users to share their stories, experiences, and content, fostering a sense of community. "With our interactive features such as livestream, we are also inviting our users to engage with the scholars or influencers," he said.
AMC Networks’ focused approach to each of its services allows them to break through with authority and credibility in a crowded marketplace. “Shudder, for example, released its top five movies of all time in the last year, and these were also some of the biggest films in the entire horror genre for the year. Acorn TV, HIDIVE, and Sundance Now also brought new shows and films to subscribers that rank among the most popular ever for each of those platforms. Because we are doing one thing and doing it in a better and more comprehensive way than anyone else, we are able to build community around each specific genre or content category. That is a rare and powerful thing fans understand and appreciate, even in a noisy and competitive environment,” Thomasma stated.
Kocowa is pursuing the 'Kocowa Everywhere' strategy as a specialized K-Wave content brand. "K-Content has become a widely consumed genre with mainstream audiences across many countries. Accordingly, while maintaining the neutrality of our service, we communicate the message that KOCOWA is 'the K-Content brand' through both B2C and B2B partner platforms," Park declared.
Brad Danks mentioned that the key to all platforms is creating great content that keeps audiences returning. "We have seen users that leave OUTtv often coming back and resubscribing for a new season of their favorite show. We're continually working to understand what our viewers are looking for and creating as many projects as possible that will engage and surprise them," he expressed. Regarding retaining existing subscribers, Danks revealed that the platform continues that relationship via social media and email marketing, as well as programming shoulder seasons of shows so that they continuously have interesting content at their fingertips.
PRODUCTION AND ACQUISITIONS
Flixxo's approach to content acquisition and production is decentralized and creator-focused. "Unlike major streaming services that often gatekeep content through high-budget productions and exclusive contracts, Flixxo embraces a more inclusive model. We empower creators with blockchain-based monetization tools, allowing them to maintain control over their work while earning directly from their audience," Garelik commented. "Additionally, our emphasis on tokenized access offers creators unique ways to engage fans and generate revenue without relying on traditional subscription fees, making Flixxo a more sustainable platform for diverse and independent voices," he completed.
"Our approach to content acquisition and revenue distribution is quite different," Kocowa's Park commented. "Instead of focusing solely on original content, we have adopted a business model that shares revenue with IP holders, ensuring a win-win scenario where both parties split the earnings for each piece of content. To support that strategy, a transparent settlement process is essential, and the data collected for these settlements and the content consumption on our platform in various market segments is processed and analyzed to provide valuable insights to our Program and Content Providers to assist in curated content production," he added.
OUTTv offers a mix of original programming with popular acquisitions, but they're unique in super-serving queer content to LGBTQ+ audiences and aiming to do so both through programming and also by nurturing LGBTQ+ talent. "Since we are a targeted service, our audience expects us to deliver content that is truly original and authentically queer. Therefore, both of these criteria drive our production and acquisition decisions. We actively seek out programming you could only find on OUTtv, whether because it's outrageous, telling previously untold stories, or amplifying new and upcoming voices. While acquisitions are an important element of our programming, it's still hard to find authentically queer content that has already been made, so commissions are vital. Another point of difference compared to other, larger streaming services is that we challenge producers to hire and cast LGBTQ+ talent, making our programming authentic and honestly portrayed," he expressed.
Courtney Thomasma explained that AMC Networks takes a very careful content curation, at the heart of all of its streaming services. “The way we focus on specific categories allows us to make and acquire shows and films that appeal to superfans of the genres we focus on, in a way the bigger and broader services can’t. They just have too much ground to cover in trying to deliver something to every member of a household as opposed to focusing on passionate fans of some specific thing. We sometimes say we’re not trying to offer something for everyone, we’d rather our services represent everything to someone, and that mindset drives everything we do around our streaming products and why we’ve been growing, successful and distinct in a crowded environment,” she explained.
Qalbox focuses on global Muslim lifestyle content acquisition and production, differentiating it from larger streaming services. "We prioritize understanding the specific needs and preferences of diverse Muslim communities globally by conducting surveys and engaging with community leaders to gather insights. And with that, we tailor our content to reflect the cultural nuances of different regions, ensuring representation from various backgrounds," Khan explained. "We also collaborate with local and international scholars, Muslim filmmakers, writers, and influencers who can provide us with authentic perspectives. That not only enhances credibility but also fosters community trust. The stories we highlight are from different sects, ethnicities, and cultures within the Muslim world to ensure a broad representation," she finished.