Can a Niche Streaming Service Survive the Streaming Wars?

Sam Blake

Sam primarily covers entertainment and media for dot.LA. Previously he was Marjorie Deane Fellow at The Economist, where he wrote for the business and finance sections of the print edition. He has also worked at the XPRIZE Foundation, U.S. Government Accountability Office, KCRW, and MLB Advanced Media (now Disney Streaming Services). He holds an MBA from UCLA Anderson, an MPP from UCLA Luskin and a BA in History from University of Michigan. Email him at samblake@dot.LA and find him on Twitter @hisamblake

Can a Niche Streaming Service Survive the Streaming Wars?

Do niche services have a role to play in the streaming wars, or are they a musket in a battle of machine guns?

Heavyweight streaming services like Netflix, Peacock and Amazon are fighting for supremacy with broad, everything-for-everyone models.

Niche streaming services, by contrast, focus on a specific type of content for a specific audience. They pride themselves on being able to curate viewers' experiences with shows and movies they might not otherwise find. They often highlight their service's authenticity, efficiency and focus as competitive advantages. But as the behemoths spend big and increasingly expand their content libraries, is curation and community enough to survive?


BritBox chief executive Soumya Sriraman

"My board very laudingly says 'you guys have figured out how to get high-quality subscribers'," said Soumya Sriraman, chief executive of BritBox, a niche subscription service for British programming that launched in 2017 and recently surpassed 1 million subscribers. Sriraman told dot.LA that BritBox's focus has helped it to provide viewers a sense of community, which builds loyalty. She cites a high conversion rate of free-trial users to paying subscribers, and low cancellations.

"That's the goal – to bring in the right person and keep them," she said. "I don't want someone with a fleeting interest."

Sriraman suggested that offering that community feel is harder for the bigger, broad-serving platforms, and that being niche allows her team to better understand the interests of current and prospective customers.

"We can stay focused on learning more and more about them, and hence we'll be more efficient," she said.

L.A.-based Revry focuses on queer programming. The service is available for free or via an ad-free subscription tier. Viewers can also increasingly find it on third-party streaming services such as The Roku Channel. This range of distribution has helped Revry to reach over 250 million households and devices worldwide, according to chief executive Damian Pelliccione.

Pelliccione noted that his executive team includes two women of color and a Latino male, which he said underscores Revry's authenticity. He added that on his desk in Glendale sits a framed letter from a Saudi Arabian gay man who wrote to thank Revry for showing him that there are "other people out there like him."

"Consumers can sniff you out," Pelliccione said. "So when we're talking about Revry's impact and mission, it affects revenue."

That mission and community focus, he said, is itself a competitive advantage.

"Netflix has way more market share," he said, "but we call it the Netflix paradox: they're focused on a horizontal, not a vertical. We have the ability to take risks, to push boundaries, and to effectuate that diversity, inclusivity and authenticity."

Dekkoo, a subscription service founded in 2015 focused exclusively on content for gay men, sees its strength in controlling costs and appealing to a specific viewer.

"We're not really looking to have 100 million subscribers; our goal is to provide a service to a neglected audience," Dekkoo president and co-founder Brian Sokel told dot.LA. "Our size and scale means we have so little overhead that we're able to operate in this special universe and provide an add-on experience for the person who's a real connoisseur of gay cinema."

Sokel added that sticking to a subscription model rather than advertising helps his service remain true to its viewers. "(On advertising-based platforms), the content doesn't become the focus, the advertising does. We can just focus on the content," he said.

"There's not a chance that we'll go out of business," Sokel added, noting that Dekkoo has no debt and average monthly subscriber growth of 5-10% (which has increased of late because of COVID, he said). "We're going to be here."

L.A.-based Revry focuses on queer programming.

A Question of Costs

Not everyone buys the logic that focus, authenticity and efficiency will enable niche services to survive.

Most niche services have a limited customer base. This puts a ceiling on their potential revenues and ability to pay for content.

Media analyst Matthew Ball recently wrote that "It's increasingly clear that (niche is) not going to work."

"The cost of content doesn't change based on whether the buyer is large or small, profitable or unprofitable, niche or broad," Ball told dot.LA. He argues that serving customer demand for a given niche is ultimately "a question of who can spend more on titles."

This math favors the more cash-rich, larger services, which Ball said already "are going after...niches and will service them well." In his thread, he points out that anime is appearing in non-niche libraries more often. For instance, Crunchyroll, a niche service for anime, is sharing more of its content with the recently launched HBO Max (Crunchyroll and HBO Max share the same parent company, WarnerMedia.)

DC Universe, a streaming service devoted to the DC comics franchise (and also owned by WarnerMedia), has increasingly been shuttling its content to HBO Max. The service declined a request for interview.

But Alden Budill, Crunchyroll's head of global partnerships and content strategy, told dot.LA that only a small percentage of Crunchyroll's content is available on HBO Max. She likened those titles to "gateway anime" likely to appeal to a broad audience, with the goal to attract new customers to the niche service.

"We see it as an opportunity to create visibility," she said.

That's a perspective shared by other niche services. Sriraman pointed out that BritBox benefits from having breakouts like "The Crown" on Netflix and "Downton Abbey" on Amazon, which serve as a kind of on-ramp for new consumers of British TV.

Ball, however, reached a different conclusion: "As Netflix pioneered + few once believed: (the) model is everything for everyone, always."

Dekkoo focuses on content for gay men

Niche vs the Everything Model

Brett Danaher, an economics professor at Chapman University who specializes in entertainment analytics, sees a case for both sides.

Generally, he says, the economics favor the everything-for-everyone model. The reason: bundling.

In an industry like entertainment, Danaher said – in which you might pay $5 to watch "The Irishman" but $10 to watch "Selling Sunset," and your friend would do the opposite – bundling those pieces of content together is the optimal business model. The more products in the bundle, and the more diverse those products are, the better, he added.

But there's an exception: "streaming fatigue."

Because Netflix, Hulu, Apple TV+ and other streaming titans are battling for content – each claiming some, but not all, of what viewers are looking for – a fan of a given niche may grow exasperated by the difficulty of actually finding it.

"A niche service could be the solution," Danaher said – provided three things are true.

First, he said, there must be enough demand for the content. If it's too niche, it'll be hard to generate enough revenue to cover the costs of acquiring and/or producing titles – which Sriraman said tend to grow over time.

Second, to serve as an antidote to streaming fatigue, consumers have to feel the service provides the "majority of the content within that particular niche," Danaher said. This doesn't mean the niche service must be the exclusive provider of that content, though.

Lastly, Danaher said that for a niche service to succeed, content creators must see value in having their material on the platform. Otherwise, they could decide to sign an exclusive deal with another, larger service, leaving the niche service with an insufficient catalog.

The Creator's Leverage

To that point, Budill of Crunchyroll said that anime-makers recognize how her service has attracted a legion of loyal fans, recently surpassing 3 million subscribers.

"If you are a creator seeking to reach a critical mass of authentic anime fans, we believe that we've demonstrated that we can be trusted," she said.

Sokel, too, said Dekkoo is "very valuable to a filmmaker: They can make a video and say, 'How does anyone find my film on Amazon? How much money do I have to spend to get people to find it?' Whereas they know that with Dekkoo, if they've created a film that would be of interest to gay men, there's no better platform for a specific audience that wants to see your film."

The big platforms' data-rich algorithms are meant to help viewers find content suited to their tastes, but Danaher notes they have shortcomings.

Alden Budill, Crunchyroll's head of global partnerships and content strategy.

"Each service only wants to write an algorithm to recommend to you content that is on their service, rather than actually the best piece of content. So the ability of algorithms to help you find the content within a niche is limited by how much content that service actually has within that niche," he said. Conversely, he continued, so long as a niche service meets those three conditions, "they are both able and incentivized to develop an algorithm to point you to the best piece of content within that niche for your preferences. And, you know it's right there for you to watch. This is the best argument I can come up with for niche services to survive."

Having support from a bigger corporation makes a difference, too. Sriraman points to BritBox's mutually beneficial relationship with its owners, BBC Studio and ITV, two of the biggest producers of British programming. Likewise, Crunchyroll's backing from WarnerMedia could strengthen its chances.

Another possibility for a niche streaming service is being acquired by a heavyweight hunting for content.

Pelliccione said Revry has already turned down two acquisition offers, information he says he's never shared with a publication.

Sokel said, "I think there's logic behind coming in and buying a company like ours. A major player could look at Dekkoo and say they serve this market, why not just acquire them? (Especially since we're) cash positive and no debt. But we don't chase that."

Given the many factors that will determine the fates of niche services as the streaming wars rage on, there appears to be just one obvious answer for now: we'll have to keep watching.

---

Sam Blake primarily covers entertainment and media for dot.LA. Find him on Twitter @hisamblake and email him at samblake@dot.LA

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The New Face of Live Shopping: Whatnot’s $5B Journey

🔦 Spotlight

Hello Los Angeles,

This week has been a challenging one for many in our city as we continue to face the aftermath of the recent wildfires. Recovery efforts are in full swing, and as always, the strength and resilience of our community shine through.

If you or someone you know has been impacted, there are resources available to help navigate this difficult time:

  • Pacific Palisades Fire Damage Maps: View here

These tools can provide support, whether you’re looking for financial assistance, housing resources, or updates on affected areas.

While our community focuses on recovery, we’re also reminded of what makes LA unique: its unrelenting drive to build, create, and innovate. A great example this week comes from Whatnot, the live shopping platform co-founded in 2019 by Grant LaFontaine and Logan Head, which has just achieved a major milestone.

Whatnot announced it raised $265 million in Series E funding, valuing the company at an impressive $5 billion.

For those unfamiliar, Whatnot combines shopping and entertainment through live-streamed auctions. Think of it as a vibrant, interactive marketplace where sellers showcase everything from trading cards and collectibles to fashion items, all in real time. Buyers can bid during the stream, creating a sense of excitement and connection that feels more personal than traditional online shopping.

The company’s new funding—co-led by Greycroft, DST Global, and Avra Capital—will drive expansion into markets like Australia and bring improvements to seller tools, from inventory management to advanced analytics. But what stands out most is Whatnot’s focus on its people. CEO Grant LaFontaine announced plans to buy back $72 million in shares for long-term employees, a move that underscores the company’s dedication to sharing its success.

As we move forward, let’s celebrate stories like these that show how innovation thrives in LA—even amid challenges. Whether it’s supporting wildfire recovery, building the next great startup, or simply connecting with others, we each play a role in shaping the spirit of our city.


🤝 Venture Deals

LA Companies

  • Phase Four, a leader in advanced in-space propulsion systems, announced the first close of its Series C funding round, securing nearly 60% of the target raise, led by Artemis Group Capital, to ramp up production of its Valkyrie Hall Effect Thrusters to at least 250 units annually and develop cutting-edge propulsion technologies for defense and national security needs. - learn more
  • Proper, a next-generation supplement brand launched by fitness entrepreneur Amanda Kloots, secured investment from Ben Bennett's Beauty Accelerator, The Center, to redefine the supplement industry with innovative, nutrient-focused wellness solutions tailored for modern lifestyles. - learn more
LA Venture Funds
  • Sound Ventures participated in a $17M funding round for Reshop, a platform simplifying the returns process for consumers and merchants, with plans to use the funds to enhance their technology and expand their services. - learn more
  • LFX Venture Partners participated in a $30M strategic funding round for Shippeo, a Paris-based company specializing in real-time multimodal supply chain transportation visibility; the funds will support Shippeo's global expansion, particularly across North America and the Asia-Pacific region. - learn more
  • Amboy Street Ventures participated in a $15M Series A+ funding round for Granata Bio, a biotechnology company focused on developing advanced gene therapies; the proceeds will be used to accelerate the development of their pipeline and expand their research capabilities. - learn more
  • BAM Ventures participated in a $700,000 seed funding round for MX Locker, an online marketplace for buying and selling motocross gear and parts; the company plans to use the proceeds to enhance its platform and expand its user base. - learn more
  • Crosscut Ventures participated in a $7.15M seed funding round for SoloPulse, an Atlanta-based company developing advanced radar technology; the funds will be used to enhance their product development and expand market reach. - learn more
  • Starburst Ventures participated in Loft Orbital’s $170M Series C funding round, bringing the San Francisco-based satellite infrastructure provider’s total capital raised to $280 million, with the funds aimed at accelerating their "condosat" missions to simplify and expand access to space. - learn more
  • Overture VC participated in a $100M Series B funding round for Harbinger, a Southern California-based electric vehicle company specializing in medium-duty EVs; the funds will be used to accelerate the production of their electric vehicle platforms. - learn more
  • Muse Capital and Time BioVentures participated in an $18M Series A funding round for Conceivable Life Sciences, a New York-based biotech company developing the world's first AI-powered automated IVF lab; the funds will support their ongoing commercial pilot program in Mexico City and preparations for a U.S. launch targeted for early 2026. - learn more
  • B Capital Group participated in a $25M Series B funding round for Labviva, a Boston-based AI-driven procurement platform for life sciences; the funds will be used to accelerate product development, enhance marketing and customer support, and expand internationally. - learn more
  • Focalpoint Partners participated in a seed funding round for Kerna Labs, a San Francisco-based AI biotechnology company focused on advancing mRNA payload design for new therapies, with the funds supporting operational expansion and development efforts. - learn more

LA Exits

  • Intracom Systems, a pioneer in software-based communication solutions, has been acquired by IPC, a global leader in trading communications technology, to enhance IPC's SaaS communications offerings for the financial services industry. - learn more
  • Adexa, a provider of advanced supply chain planning solutions, has been acquired by Eyelit Technologies to enhance its Manufacturing Operations Management (MOM) and Manufacturing Execution Systems (MES) offerings and expand its market presence. - learn more
  • Caramel, a platform specializing in simplifying online vehicle transactions, has been acquired by eBay to enhance its offerings for secure and streamlined automotive buying and selling experiences. - learn more
  • ImaginAb, a biotechnology company specializing in antibody-based imaging and therapeutic solutions, has been acquired by Telix Pharmaceuticals to expand its next-generation therapeutic assets and biologics technology platform. - learn more
  • Sleepypod, a global leader in crash-test-certified safety harnesses and carriers for pets, has been acquired by Paw Prosper to enhance its commitment to pet well-being and expand its portfolio of innovative pet safety solutions. - learn more

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Standing Together Through the Flames

🔦 Spotlight

To our Los Angeles family,

This week’s wildfires have brought immense pain and hardship to our beloved city. Many of our friends, neighbors, and colleagues have faced evacuations, power outages, and the devastating loss of homes and livelihoods. Our hearts go out to everyone affected by this tragedy.

At dot.LA, we want to express our deepest sympathy to those suffering in this moment. We see your resilience and stand with you during this challenging time. This community has always been defined by its strength and compassion, and now is the time to come together in support.

If You or Someone You Know Has Been Impacted, Resources Are Available:

Evacuation Shelters:

  • Calvary Community Church: 5495 Via Rocas, Westlake Village, CA 91362
  • Ritchie Valens Recreation Center: 10736 Laurel Canyon Blvd., Pacoima, CA 91331
  • Pan Pacific Recreational Center: 7600 Beverly Blvd., Los Angeles, CA 90036
  • Westwood Recreation Center: 1350 Sepulveda Blvd., Los Angeles, CA 90025
  • Pasadena Civic Auditorium: 300 East Green Street, Pasadena, CA 91101
  • Pomona Fairplex: 1101 W McKinley Ave, Pomona, CA 91768
  • Stoner Recreation Center: 1835 Stoner Ave, Los Angeles, CA 90025

Animal Shelters:

Small Animals:

  • Agoura Animal Care Center: 29525 Agoura Rd, Agoura Hills, CA 91301
  • Baldwin Park Animal Care Center: 4275 Elton St, Baldwin Park, CA 91706
  • Carson Animal Care Center: 216 W Victoria St, Gardena, CA 90248
  • Downey Animal Care Center: 11258 Garfield Ave, Downey, CA 90242
  • Lancaster Animal Care Center: 5210 W Ave I, Lancaster, CA 93536
  • Palmdale Animal Care Center: 38550 Sierra Hwy, Palmdale, CA 93550

Large Animals:

  • Pomona Fairplex: 1101 W McKinley Ave, Pomona
  • Industry Hills Expo: 16200 Temple Ave, City of Industry, CA 91744
  • Antelope Valley Fair: 2551 W Avenue H, Lancaster, CA 93536
  • Los Angeles Equestrian Center: 480 W Riverside Dr, Burbank, CA 91506
  • Pierce College Equestrian Center: 7100 El Rancho Dr, Woodland Hills, CA 91371

Disaster Relief Information:

  • LA County Assessor: Information for property owners and FAQs about disaster relief.

Mental Health Support:

  • Los Angeles County Department of Mental Health: Crisis counseling and support for those affected. Access services through their website or call their hotline at (800) 854-7771.

Temporary Housing Support:

  • Airbnb: In partnership with 211 LA, offering free temporary housing for displaced residents. Spaces are limited; complete the form to be notified of availability.

Transportation Support:

  • Uber: Use promo code WILDFIRE25 for 2 free rides up to $40 each to/from active shelters.
  • Lyft: Code CAFIRERELIEF25 offers 2 rides up to $25 each for up to 500 riders, valid until 1/15.
  • Metro: Fare collection is suspended systemwide.

Staying Informed:

  • Watch Duty App: Provides real-time wildfire tracking, evacuation warnings, and updates.
  • Los Angeles Fire Department Alerts: Visit their website for the latest information on fire status and safety guidelines.

Safety Precautions:

  • Ready, Set, Go!: Personal Wildfire Action Plan by the Los Angeles County Fire Department.

To those in our community who are volunteering, donating, or offering aid in any form—thank you. Your efforts embody the spirit of LA: strong, compassionate, and unstoppable.

At dot.LA, we’re committed to amplifying stories of resilience and support. If you’ve seen inspiring acts of kindness or have resources to share, please let us know. Together, we can shine a light on the incredible ways this community is stepping up during these trying times.

In the days ahead, let’s hold tight to the bonds that unite us and remember that we are stronger together. The fires may scar the land, but they cannot dim the collective spirit of Los Angeles.

We’re here for you, and we’re with you.

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    A Strong Finish to 2024 for LA Tech: Crosscut Ventures Leads the Way

    🔦 Spotlight

    Happy Friday LA!

    As we close the book on 2024, Los Angeles has had a remarkable year in tech and venture capital. From groundbreaking funding rounds to industry-defining innovations, the city’s tech ecosystem has showcased its ability to adapt and thrive. Among the year’s final highlights was the announcement that Crosscut Ventures, one of LA’s premier early-stage venture capital firms, has added Jon Ylvisaker as its newest Partner.

    Crosscut Ventures’ Bold New Direction

    Announced in late December, Jon Ylvisaker’s appointment reflects Crosscut Ventures’ commitment to advancing its focus on the energy transition. Ylvisaker brings decades of experience in driving investments in energy technologies and digital infrastructure. As the founding partner and managing director of Yield Capital Partners, he led investments in startups and established companies shaping the future of sustainability. At Wolfacre Global Management, a Tiger Management hedge fund, he further honed his expertise in supporting impactful climate-focused solutions.

    Brian Garrett, Managing Director and Co-Founder of Crosscut Ventures, said, “Jon's extensive experience in climate and digital infrastructure investments, coupled with his impressive track record of bringing groundbreaking technologies to market, makes him the ideal partner to help lead our focus.”

    Since its founding in 2008, Crosscut has played a key role in shaping LA’s tech landscape. Ylvisaker’s addition reinforces the firm’s commitment to addressing global challenges like energy transition and sustainability, further solidifying its leadership in venture capital innovation.

    What’s Next for LA Tech in 2025

    The momentum from 2024 has set the stage for an even bigger year ahead. Entrepreneurs, investors, and innovators in LA are poised to take on new challenges and create meaningful change across industries.

    As we step into 2025, we want to thank everyone who helped make 2024 such a standout year. Here’s to another year of progress, innovation, and success. From all of us at dot.LA, Happy New Year!

    🤝 Venture Deals

    LA Companies

    • First Resonance, a company specializing in digital manufacturing software through its ION Factory OS, has raised a $20M funding round led by Third Prime with participation from Blue Bear Capital and others. This brings its total funding to $36M and will be used to accelerate product development, grow its customer base, and enhance support for advanced manufacturing sectors like aerospace, robotics, and clean energy. - learn more
    LA Venture Funds
    • Finality Capital Partners led a $17M Seed funding round for ChainOpera AI, a California-based company developing blockchain networks for AI-powered agents and applications, to accelerate product development, expand its team and enhance its blockchain and AI integration capabilities. - learn more

    LA Exits

    • Thirteen Lune, an inclusive beauty e-commerce platform, has been acquired by SNR Capital, marking a significant milestone in the platform's mission to amplify underrepresented beauty brands while fueling its next stage of growth. - learn more
    • Ergobaby, a leading brand in juvenile products known for its high-quality baby carriers, has been acquired by Highlander Partners. The acquisition aims to bolster Ergobaby’s growth, expand its product offerings, and strengthen its position in the parenting solutions market. - learn more

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