The UK’s first integrated advertising and subscription platform ITVX had a total of 389 million streaming hours in the first quarter.
This was a 49% increase on the broadcaster ITV’s streaming hours in the same period last year.
Meanwhile, its total digital revenue amounted to £106 million (€122 million), a 29% increase on ITV’s in Q1 2022, and share of commercial viewing practically unchanged at 34.4% (-0.1%).
Commenting on the service’s performance, Carolyn McCall, ITV chief executive, said: “exclusives, such as Nolly and The Twelve attracted new viewers, 80% of whom went on to explore other content on ITVX. In addition, live simulcast viewing of our biggest shows and sports events, including Love Island and the FA Cup attracted large streaming audiences”.
ITVX was launched on December 8 last year, replacing the existing TV Hub service.
Source: https://www.broadbandtvnews.com/2023/05/11/itvx-sustains-strong-launch/