Announcing its first quarter results, Britain’s largest commercial broadcaster said it would contribute £65 million to the subscription service, which it hopes will help stem the flow of streaming services Amazon and Netflix.
The broadcaster is also planning an upgrade to the existing ITV Hub with personalised advertising presented to viewers.
Chief executive Carolyn McCall said: “We have [also] concluded an agreement with a leading ad tech provider, Amobee, which will enable us to deliver programmatic addressable advertising around our premium video inventory on the ITV Hub. This means ITV can offer the best of both worlds at scale – mass simultaneous reach across linear channels where we delivered 100% of all commercial audiences over 5m, alongside targeted, data-driven addressable advertising in a brand safe environment on the ITV Hub.
ITV saw ad revenues fall by 7% to £417 million between January and March, which it laid at the door of Brexit.