ITVX’s plans for 2023 include building up its ad proposition and SVOD experience.
According to Deep Bagchee, chief product officer at ITV, speaking in a Q&A at OTT Question Time Live in London, it also sees personalisation as important and wants to introduce more.
Bagchee added that although ITVX launched on December 8 last year with a three-week launch window, it sees all of 2023 as its launch year. ITVX’s focus will be on distribution and adding more content – it currently has 15,000+ hours of content and 300 movies on its platform – and its strength is that it is a UK-oriented rather than global service.
Asked whether ITVX sees AVOD or SVOD more profitable, Bagchee said that it needs both. They serve different audiences and it is a case of optimising them.
