Concept & Social integration

Zeebox aimed to provide the optimal platform for connected television, making it a social and interactive viewing experience rather than the standard television viewing format.^[11][12][13] At first glance, the showed the user what's currently on TV (taking in all the Freeview channels and some premium Sky and Virgin Media ones too), as well as displaying upcoming programmes.^[14][15][16]

Through connecting Zeebox to the user's Facebook account, the service let the user pick what they were watching, as well as see what their Zeebox-using Facebook friends were watching, invite them to watch something "with" the user, instant message them or hide what you're watching with them.^[17][18] Smart TV integration made use of the iPad app as a remote control.^[19]

Entry into international markets

Advertising

Zeebox had extensive advertising campaigns including Jordan Klepper; many of which poked fun at "TV giants".^[39] Featuring three 30 second TV ads, the campaigns featured Zeebox as TV's new sidekick, with TV sulking because ‘little brother’ zeebox is getting all the attention.^[40]

Changes

The Beamly platform encouraged people to "follow" individual TV shows, celebrities and other Beamly users, before serving them up a feed of activity and show recommendations.^[45][46] Shows each had their own "TV rooms" within the app where fans can chat throughout the day, and interact live with games, polls and other features when they're on air.^[47][48] The relaunch was also an attempt to respond to shifting TV habits, as people watch more shows on-demand, including from providers like Netflix as well as traditional broadcasters.^[49][50][51]

Usage

In the 12 months from its relaunch in 2014, Beamly went from 2 million active users to over 10 million.^[52] Trials lifted audience engagement by 72 per cent month on month.^[53] Usage data showed that Beamly helped turn fans into super users, who on average visited the platform for more than 500 minutes and 21 times per week.^[54][55] In 2012, the app was opened about 27 times each month per user in the U.K., with each session lasting somewhere between 20 and 30 minutes apiece.^[56]

During this time, Beamly was surpassing television chatting figures on sites such as Twitter.^[57][58]

COTY acquisition

In October 2015, Beamly was acquired by COTY for an undisclosed amount.^{[70][71][72][73]} Through this acquisition, Beamly – now headed by Jason Forbes, evolved into a digital marketing and technology business with gross revenues exceeding $120M and a global team of over 180.^{[74][75][76][77]}

In October 2016, Coty, Inc. acquired $12.5B of Procter & Gamble's beauty brands, making it the largest fragrance manufacturer in the world.^[78][79] Coty used Beamly's technology to accelerate growth of its eCommerce business, while emerging as a digital beauty brand.^[80] In December 2019 it was announced that Coty was overhauling Beamly, with the possibility of dissolving the company.^[77]