Subscription video on demand service True Royalty Tv has launched on Cox Contour TV, executives from both parties said Monday.

The $5.99 per month service, which features original and acquired content surrounding the British Royal Family, will be featured as part of the Cox Contour TV programming lineup. In addition to content about the British Royal Family, True Royalty TV features documentaries and docudramas about other Monarchies around the world, said the network.

“The launch on Cox is a tremendous step forward for True Royalty TV ... we have tapped into a specialized content sector that has a massive fan base – a fact that our platform partners have come to fully appreciate,” said Gregor Angus, True Royalty TV CEO and co-founder in a statement. “Our distribution on this platform will be vital in our continued growth in the US in the months and years to come.”

True Royalty TV is also available in the US on Xfinity’s X1 platform, Sling TV, Apple TV, Amazon Fire TV, Roku, via iOS and Android app stores and online at www.TrueRoyalty.tv.

RELATED: It's All About The Royals with True Royalty TV (video)

Subscription video on demand service True Royalty TV has launched on Cox Contour TV, executives from both parties said Monday.

The $5.99 per month service, which features original and acquired content surrounding the British Royal Family, will be featured as part of the Cox Contour TV programming lineup. In addition to content about the British Royal Family, True Royalty TV features documentaries and docu-dramas about other Monarchies around the world, said the network. 

“The launch on Cox is a tremendous step forward for True Royalty TV ... we have tapped into a specialized content sector that has a massive fan base – a fact that our platform partners have come to fully appreciate,” said Gregor Angus, True Royalty TV CEO and co-founder in a statement. “Our distribution on this platform will be vital in our continued growth in the US in the months and years to come.”

True Royalty TV is also available in the US on Xfinity’s X1 platform, Sling TV, Apple TV, Amazon Fire TV, Roku, via iOS and Android app stores and online at www.TrueRoyalty.tv.

The digital platform is full of opportunities for new and upstart streaming services, but executives speaking Tuesday at NYC Television Week’s Streaming TV event say providing quality, targeted and authentic content to viewers across multiple platforms are key to surviving a competitive landscape.

Executives speaking at “The Upstarts” morning panel said that the digital streaming platform allows opportunities for distribution -- whether it's direct to consumer or through services like Pluto TV which offers live and SVOD content -- that are not available in the traditional linear television space.

Other services like The Preview Channel -- which offers movie and video game trailers -- have succeeded in gaining distribution through Smart TV developers like XUMO and Samsung, according to Preview Channel CEO William Sager. Executives say the key it to be available on as many platforms as possible to reach the widest audience.

“You actually have to be everywhere; it’s all about ubiquity,” said Gregor Angus, founder and CEO of True Royalty TV, which offers British-themed content. “Your audience has to be able to watch you wherever and whenever.”

Damian Pelliccione, CEO of LGBTQ-targeted service Revry, added that offering unique content that’s not available elsewhere helps new services break out from the clutter.

“In the U.S. alone the LGBT community spends over $913 billion in disposable income,” he said. “In addition, 20% of millennials, which is the largest consumer purchasing power in the world, identifies as LGBTQ, and 35% of Gen Z identifies LGBQT. That’s where we see the opportunity as those kids buy homes and cars … we will scale up with them by offering more content to them.”

News-themed service Newsy, which has a footing on both linear and streaming platforms, has been able to secure advertising partners due to its ability to target news junkies on multiple platforms, according to Newsy director of ad sales Ryan Forbell.

“It’s been beneficial to our partners from a sales perspective because we’re able to deliver two very uniquely different audiences,” Forbell said. “Digital offers a much younger audience; the linear space tends to deliver a much older audience.”

In order to survive in an increasingly crowded environment, however, it's important to connect to your target audience in an authentic way and to have the community of viewers that you’re targeting buy into the service’s concept, according to BroadwayHD founder and three-time Tony Award-winning producer Bonnie Comley.

“We are recognized by the Broadway industry as an additive to the business,” she said. “They see BroadwayHD as a streaming platform that was built by people within the industry with input from the industry.”

Added Revry’s Pelliccione: “Building brands today, especially for younger people, have to have social impact -- if they don’t I don’t know why you’re doing it and you probably won’t exist in five to 10 years,” he said. “We have a mission to bring totally authentic representation for the [LGBQT] community to the rest of the globe. There needs to be a cause, a mission and a culture that you brand yourself with.” 

Subscription video on demand service True Royalty Tv has positioned itself as the definitive source for royals-themed programming. From Princess Diana to Meghan Markle and Prince Harry, the $5.99 service offers more than 250 hours of programming on all things revolving around the British royal family.

True Royalty TV co-founders Gregor Angus and Nick Bullen discuss the True Royalty service in an MCN Original Videos' "OTT Spotlight" video.

So, you think you’ve found it: the niche that’s going to turn your new subscription streaming video service into the success story of the over-the-top revolution. You’ve acquired truckloads of content, created a killer platform with all the bells and whistles, set an attractive price point and lined up the distribution platforms to maximize your reach. You couldn’t have planned it better. There’s only one problem.

No one has heard of you. In fact, they don’t even know you exist.

There are now more than 200 streaming services. Mix in all the choices from the generalist OTT platforms like Netflix, Hulu, YouTube Premium and Amazon Prime Video, as well as premium pay services and cable and broadcast services, and you have a dizzying amount of consumer choices. Standing out from the crowd as a new, relevant entry or innovation has always been the challenge for marketers, but now that challenge has been escalated to new and formidable heights.

Remember when 500-plus cable channels on your TV were just “too much” and all the consumer surveys turned out reports that viewers only tend to watch about 12 channels? Now, we’ve got thousands of channels of content on multiple platforms. But even then, a very effective tactic in reaching your audience was to find a programming niche and play to that audience. That tried and true strategy from cable’s early days has been employed in the direct-to-consumer streaming business, too, but to a lesser degree of success.

There have been some very public streaming video closures, such as WarnerMedia’s Filmstruck, NBCUniversal’s Seeso and Otter Media’s Fullscreen. Other players, like WWE Network and Crunchyroll, each with more than 1.5 million subscribers, seem to have found the secret sauce.

Why did first three three fail and the other two soar? In launching our own SVOD service, True Royalty TV, my partners and I looked at what we thought successful services were doing right and set out to identify four key factors that would help us win in the streaming media business:

1.) Identity and proposition: You don’t just need tons of content, you need a crystal-clear identity. It shouldn’t take more than a few seconds to know what your service is about: anime, wrestling, Formula One, tennis or, in our case, the royal family.

2.) Active community and active consumption: Your niche already has a well-formed active fan community, so you’re not setting out to build one from scratch. If you know which sites, platforms and publications are hosting your fans, you know where your audience is and how to reach them.

3.) Brand involvement: We’re living in an influencer economy where consumers curate their own media experiences and choose who they want to be informed by. Once you’ve gained their trust, you can bring in brands that can associate themselves with that choice. But these savvy audiences know when they’re being “sold to.” You have to find a way to associate brands seamlessly.

4.) Trusted authority: Beyond having a clear-cut identity, it helps to be the trusted authority on the niche or subject area you are presenting. For instance, WWE has long been the wrestling authority so it’s not surprising that Red Bull would want to associate themselves with the WWE Network SVOD service to reach avid pro-wrestling fans.

All of these elements are key to helping a direct-to-consumer streaming service like ours find an enthusiastic fan base willing to subscribe to get the content they love.

Because the barriers to launching a streaming service have become more surmountable in the last couple of years, there has been a rush to market. Some have said only the strong (and well-funded) will survive, and niche service successes are purely the luck of the draw.

But I think those that have succeeded have had considerably more than luck on their side. They’ve had these key factors: a clear identity, an active community of consumers, brand involvement in the age of influencers and status as a trusted authority. Without these in place, you’re looking at an uphill battle, because just having a niche might not be nearly enough.

Gregor Angus is co-founder and CEO of True Royalty, an SVOD service focused on the U.K. Royal Family and monarchies around the world.