Horse & Country TV

What Horse & Country TV does

Horse & Country TV (H&C TV Ltd) is a privately held, London-based subscription streaming service founded in 2006, focused exclusively on equestrian sports and lifestyle content. The platform distributes a linear TV channel alongside an on-demand library covering 14+ disciplines including eventing, dressage, showjumping, polo, vaulting, western, racing, and para dressage, sourced from a mix of licensed live events (e.g., CHIO Aachen, Royal Windsor Horse Show, The Dutch Masters) and H&C Originals featuring named athletes such as Carl Hester and Nick Skelton.

The technical product is a direct-to-consumer streaming stack built on JW Player for video delivery, exposed via web, iOS and Android mobile apps, and smart-TV applications for Roku, Amazon Fire TV, and Chromecast. Six localized language sites (English UK/US/AU, German, Dutch, Swedish) drive international discoverability, while the catalog reaches viewers in 20+ countries through event broadcast partnerships.

Revenue is generated primarily through a three-tier subscription product (H&C+ Monthly at $19.99, Annual at $124.99, Gold at $249.99/yr) via a self-serve, product-led growth model that includes a 7-day free trial, a 2.1x uplift incentive for annual commitment, and Gold-tier rewards, prizes, and free rider clip downloads ($25/clip for non-Gold). The company complements organic growth with selective M&A — notably the January 2020 acquisition of EQSportsNet — to consolidate niche content rights and audience.

Name

Horse & Country TV

Legal name

H&C TV Ltd

Website

https://horseandcountry.tv

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Horse & Country TV is a privately held, London-based subscription streaming service that distributes live and on-demand equestrian sports content across 14+ disciplines via web, mobile, and smart-TV apps, serving enthusiast and competitive riders globally.

Ownership category

akta.pro rank

Product category

Equestrian Sports Streaming

NAICS

Spectator Sports (71121)

SIC

Cable & Other Pay Television Services (4841)

akta.pro primary industry

Sports OTT & League Pass Streaming Channels (MPABAHAJ)

akta.pro secondary industry

Sports OTT Aggregators & Bundling Services (MPAKAOAB)

Keywords

• Equestrian streaming service
• Live sports streaming
• Subscription video platform
• Niche sports content
• On-demand video library

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Subscription Streaming (H&C+): Monthly, annual, and premium annual (Gold) subscription tiers providing access to live events, on-demand content, series, shows, and TV channel. Higher tiers include member rewards, prizes, and free rider clip uploads.
2. Rider Clip Downloads: Download clips of own rides at $25.00 per clip for non-Gold members. Gold members receive free clip downloads.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Horse & Country TV operates H&C+, a subscription-based streaming platform and linear TV channel dedicated to equestrian sports content. The service delivers live event streaming, an extensive on-demand video library, and original programming across disciplines such as dressage, showjumping, eventing, racing, and western riding. Subscription tiers range from Monthly ($19.99) to Annual ($124.99) and Gold ($249.99/year), with a 7-day free trial and per-transaction rider clip downloads ($25/clip).

Product overview

Horse & Country TV operates H&C+, a subscription-based streaming platform and linear TV channel dedicated to equestrian sports content. The platform offers three subscription tiers (Monthly at $19.99, Annual at $124.99, and Gold at $249.99/year) providing access to live event streaming, an extensive on-demand video library, original programming (H&C Originals), and the linear H&C TV Channel. The service covers equestrian disciplines including dressage, showjumping, eventing, showing, racing, and western riding, distributed across multiple platforms including iOS, Android, Fire TV, Roku, and web browsers.

Differentiator

Problem solved

Functional benefit

Products and services

• H&C+ Streaming Subscription Subscription-based streaming platform (H&C+) offering equestrian sports fans live event streaming, on-demand video library access, and exclusive original programming across disciplines such as dressage, showjumping, and eventing. Includes a 7-day free trial and is sold via three pricing tiers (Monthly, Annual, Gold).
• H&C TV Channel Linear 24/7 TV channel broadcasting equestrian sports content including dressage, showjumping, eventing, and other disciplines to subscribers.
• H&C Originals Original programming produced by Horse & Country TV featuring equestrian athletes (e.g., Mollie Summerland, Nick Skelton, Harrie Smolders, Kristy Snepvangers), training techniques, competition coverage, and behind-the-scenes content available on demand to subscribers.

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ClipMyHorse.TV: ClipMyHorse.TV is a direct competitor — a subscription streaming service dedicated exclusively to equestrian sports live events and on-demand content across multiple disciplines, serving the same niche audience (riders, equestrian enthusiasts) in similar geographies (Europe, North America).
• FloSports: FloSports operates a subscription-based OTT platform aggregating underserved niche sports (wrestling, cycling, track & field, etc.) — the same vertical-niche sports streaming business model that Horse & Country TV applies specifically to equestrian, making it highly comparable in monetization and content strategy.
• Racing TV: Racing TV is a subscription-based linear and streaming channel dedicated to horse racing in the UK and Ireland — highly comparable as a niche-vertical sports streaming service for an equestrian-adjacent discipline (horse racing) targeting a similar enthusiast demographic.
• RugbyPass: RugbyPass (owned by New Zealand Rugby) is a dedicated subscription streaming service for rugby content globally, serving as an analogous example of a vertical-specific niche sports OTT service competing against mainstream broadcasters in a single discipline area.
• FITE.tv: FITE.tv is a subscription and PPV streaming platform focused on combat sports and other niche verticals, operating on a similar business model of vertical-niche streaming with subscription and transactional monetization.
• FEI TV: FEI TV is the official streaming service of the International Equestrian Federation, offering live and on-demand equestrian competition content. As the governing body's own platform, it represents the closest direct substitute to Horse & Country TV for equestrian enthusiasts.

Broad incumbents

• DAZN: DAZN is the largest dedicated sports OTT streaming service globally, covering boxing, MMA, and other combat and league sports on a subscription basis. It represents the broad incumbent in sports streaming from which niche players like H&C differentiate by vertical depth.
• Eurosport: Eurosport is a major multi-sport broadcaster and streaming service in Europe that covers equestrian events among many other sports — a broad incumbent competing for the same equestrian content rights and audience attention.

Others

• OTTera / Sports Streaming Platforms: OTTera provides end-to-end OTT platform infrastructure used by niche streaming services, representing an enabling technology/adjoining service provider in the niche sports streaming ecosystem where Horse & Country TV operates.
• JW Player (streaming tech): JW Player is the underlying video streaming technology provider used by Horse & Country TV, representing an enabling vendor in the niche sports OTT ecosystem rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Customer concentration

• Xx.com/HorseAndCountry
• Facebookfacebook.com/horseandcountryuk

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Horse & Country TV