Plans by British broadcasters to launch BritBox as an online video subscription service in competition with global giants like Netflix and Amazon sound like a sensible strategic response but they could struggle to achieve significant scale. ITV has indicated that it intends to invest about £65 million in BritBox over two years, which is a small fraction of the $15 billion that Netflix is expected to spend on programming this year. The BBC, with a minority stake, looks like it is keeping its options open but seems less than committed to the venture.