Rollercoaster Television, Producer Behind Netflix’s ‘What’s In The Box?’, Becomes Standalone Business As ITV Studios Ends Investment After Five Years

Why It Matters

ITV’s withdrawal signals a shift in major studio strategies toward leaner partnerships, while Rollercoaster gains autonomy to chase global format deals and multi‑platform growth, reshaping the UK unscripted market.

Key Takeaways

• ITV Studios ends five‑year stake in Rollercoaster Television
• Rollercoaster rebrands as Rollercoaster Studios, signs production‑distribution pact with ITV
• Founders James Fox and Dom Waugh remain at helm
• Company will expand into podcasts, vodcasts, and digital‑first content
• Focus stays on large‑scale entertainment formats for global audiences

Pulse Analysis

ITV Studios’ decision to unwind its equity position in Rollercoaster Television reflects a broader recalibration among legacy broadcasters, which have increasingly favored flexible output deals over long‑term ownership of indie producers. After a similar divestiture of Armoza Formats in 2024, ITV is signaling that it prefers to act as a distributor and co‑producer, preserving capital while still accessing fresh unscripted concepts. This move underscores the pressure on large studios to streamline portfolios amid rising production costs and a fragmented audience landscape.

Rollercoaster Studios arrives at a pivotal moment, having built a reputation on high‑concept formats such as Netflix’s “What’s in the Box?” and ITV’s “You Bet!” reboot. The new production‑distribution agreement with ITV ensures a steady pipeline for its existing shows while granting the company the freedom to explore talent‑driven podcasts, vodcasts and other digital‑first formats. By leveraging its founders’ track record and existing relationships, Rollercoaster can now pitch its formats directly to global buyers, positioning itself as a nimble player capable of adapting content for streaming platforms, traditional broadcasters, and emerging audio‑visual channels.

The industry impact is twofold. First, Rollercoaster’s independence may encourage other UK indies to seek similar hybrid models, combining equity‑free partnerships with distribution guarantees. Second, the focus on multiplatform storytelling aligns with advertisers’ appetite for audience‑centric, data‑rich content that spans TV, social and audio. As the global format market intensifies, Rollercoaster’s strategic pivot could accelerate cross‑border sales and set a precedent for how unscripted producers scale without sacrificing creative control.