ITV launches new Ad and Subscription-funded streaming service ‘ITVX’
Updated: Mar 25
ITV has announced a new streaming service, ITVX, which purports to be the UK’s first integrated advertising and subscription-funded (AVOD/SVOD) platform. It reflects a wider digital-first windowing strategy in commissioning that will see ”much of its new content first on ITVX and subsequently months later on ITV linear channels”.
From an advertising perspective, ITV will offer themed channels that can be sponsored by relevant brands. It says that as well as being able to live stream ITV linear channels, ITVX will have exclusive themed channels, including Hell’s Kitchen US, True Crime, and 90s Favorites channels.
This is an interesting platform Zalando could follow. A new AVOD platform provides more avenues for advertisers to advertise their products and sponsor channels and programmes. if this platform is successful we could see more linear TV broadcasters launch their own alternative AVOD platforms with the SVOD market becoming increasingly competitive.
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