ITV has declared a “successful execution and delivery” for its rebooted streaming service ITVX.
The platform replaced ITV Hub in December with an expanded slate of original productions and FAST channels sitting alongside a recent and deep archive from the commercial broadcaster.
Carolyn McCall, ITV Chief Executive, said: “The platform has received a very positive reception from viewers and advertisers alike, with its newly expanded range of original content and a superior user experience engaging more viewers, and lighter viewers, and encouraging them to spend more time with ITV. The user experience and personalisation elements will continue to improve throughout 2023
Revenues at the Love Island and Unforgotten broadcaster grew by 7%, but its adjusted EBITDA dropped 12% to £723 million as a result of “planned investment in content and ITVX”.
The ITVX launch led to a significant increase in the volume of content available for streaming from 4,000 in 2021 to 19,000 hours.
Total streaming hours increased by 9% and UK subscribers increased 17% to 1.4 million
ITV says that In in first two months since launch, ITVX has attracted more users, and harder to reach lighter viewers, who are spending longer on ITV’s digital content.