ITV Player does not compete directly with Netflix, according to Paul Kanareck, director of online and brands, ITV.
He added that is in fact a point of accessibility and needs to be like TV.
It is not a retail experience like Netflix and the broadcaster would like to see viewers watching something on it in seconds.
Speaking about ITV’s on demand strategy, Kanareck said that it is made up of several pillars.
One is that “a view is a view”, with the broadcaster becoming increasingly agnostic about where and when the viewing happens.
For ITV, the audience comes first and technology second.
Kanareck also said that it does not consider devices such as tablets a second screen but as a TV.
He in addition mentioned ITV Premium, the broadcaster’s most successful B2C pay service.
Ad-free, it is available to iOS users for £3.99 a month, has low churn and interesting opportunities to expand.
