Survey casts doubt on BritBox customer retention




BritBox UK is struggling to retain users after its initial 30 day free trial, according to new research.

According to a survey of 5,000 people by Oliver & Ohlbaum Associates, seen by The Times, indicated that many consumers who took advantage of the 30-day free trial of the service ultimately decided that it was not worth paying for.

ITV, which is the lead broadcaster behind BritBox UK, with a 90% share in the venue disagreed with the findings. A spokesperson for ITV told The Times: “The research assertions made about Britbox bear no resemblance to the truth — unsurprising as they don’t have access to real user data vs sample data, which we would question."

The survey suggests only 1.5% of respondents said that they were paying a Britbox subscription, which equates to roughly 380,000 households. In comparison Netflix and Amazon Prime Video, the two most popular streaming services, have 12 million and seven million UK subscribers respectively. Another 2.6% of those polled reported that they had tried Britbox and either would not subscribe after the free trial — equating to 560,000 homes — or had cancelled their subscription already (100,000 homes.

Many BritBox UK users have complained about the service's lack of availability on devices that allow viewers to watch on their main TV sets.

It's currently mid-way through a roll-out on smart TVs that support Freeview Play, but Sky and Virgin have said they won't be adding the service.  Last week, BritBox UK was added to Amazon Fire TV.


Full statement from ITV:


“Following its successful launch in November, BritBox user data shows us that people really enjoy accessing the largest collection of British box sets which is demonstrated by the fact that the majority of trialists are continuing as paid subscribers at the end of their free trial period.

The O&O research assertions made about BritBox bear no resemblance to our data - unsurprising as the findings are based on a relatively small sample data set.”

Updated 03/03/2020.