Scaling Success: WillowTV’s North America Growth Strategy

WillowTV is the premier broadcaster of cricket in the United States and Canada, delivering exclusive coverage of major cricket leagues and tournaments to a passionate and growing South Asian audience. Partnering with SOAR Media, WillowTV aimed to accelerate subscriber growth across North America, reduce churn, and expand its digital footprint through a smarter, cost-effective marketing strategy.

SOAR Media developed and executed a comprehensive marketing roadmap including CRM/email platform cost savings, a full-funnel evergreen content strategy, organic social media initiatives, and a robust retention-focused communication plan. The partnership has led to measurable growth and a stronger brand presence in key markets.

+9000

New Subscribers

+170%

Engagement

+53%

Email Opens

The Mission

The Initial Challenge:
WillowTV needed to drive new subscriber growth in the U.S. and Canada – particularly among South Asian students and cricket fans – while reducing subscriber churn and elevating their social media presence to reflect the energy and prestige of the sport.

Our Role:
SOAR Media was brought in to audit current marketing efforts, identify key growth opportunities, and implement a cost-efficient, performance-driven strategy. This included content development, retention flows, audience targeting, OTT platform consistency and optimization.

Results in Context:
The growth in subscriber acquisition aligned directly with the launch of new promotional content on OTT, and social media campaigns, while the savings on the CRM/email platform allowed for reinvestment in high-impact outreach. Increased engagement on social platforms helped establish WillowTV as the go-to destination for cricket fans in North America, while educating cross-over sport fans.

“When Willow was looking to reinvigorate its marketing department only one agency came to mind, Soar Media. Olivia and her team understand the passion that sports fans put into their teams. They engage them with meaningful, entertaining content while also extending a hand to cricket newbies that want to join the conversation. Soar Media puts Willow in the best position to win with our fans every day.”

Todd Myers

COO

The Impact

Beyond the numbers, SOAR Media’s work with WillowTV laid the foundation for long-term, sustainable growth. By implementing a streamlined CRM and email system, WillowTV now has a more cost-effective and scalable infrastructure for audience segmentation, subscriber retention, and promotional campaigns.

The evergreen social content strategy established a consistent brand voice and allowed WillowTV to stay top-of-mind with fans between tournaments – transforming their presence from reactive to proactive. Social media went from sporadic posting to a strategic, high-performing engagement channel, helping the brand become more culturally relevant to its core audience, especially younger cricket fans and students.

Most importantly, the transformation helped WillowTV evolve from a broadcaster into a full-fledged digital content brand – positioned to retain loyal subscribers, attract new viewers, and compete more effectively in a crowded streaming market. The shift wasn’t just in marketing output, but in mindset: WillowTV now has a forward-looking, data-informed marketing engine that supports both short-term performance and long-term brand equity.

Our Work

Time To Fly Next Level

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