ContentWise, which provides user experience automation and personalization software, has been selected by ITV to enhance the UX personalization of ITVX. The ContentWise UX Engine was launched in production on ITVX in early November, 2023.
Designed to analyse viewer behavior, it delivers relevant content recommendations, enhancing engagement and viewer satisfaction. Since its implementation on ITVX, UX Engine has generated double digit increases in conversion rates and substantial lift in average watch time, compared to control groups on the previous recommendation system.
Deep Bagchee, Chief Product Officer at ITV, commented, “Since its launch just over a year ago, ITVX has been on an upwards trajectory in terms of content, viewers and technological advancements. We’re continually evolving to make sure that ITVX brings the best to viewers and working with ContentWise will ensure that they’re getting better recommendations and personalisation.”
Paolo Bozzola, CEO of ContentWise, added, “We’re excited to see the immediate, positive impact of our technology on ITVX and its key performance indicators. Together, we are setting new benchmarks for UX in the streaming industry.”
The integration of ContentWise UX Engine with ITVX coincides with the service celebrating a significant milestone: recently surpassing 3 billion streams, with a remarkable 8 million on New Year’s Day alone. This achievement underscores the platform’s rapid growth and its leading position in the market.
