ITV says it plans to grow ITV Hub’s registered users to 30 million by the end of 2021.
Britbox, the ITV-BBC Netflix killer, is on course for launch later this year.
ITV has signed an exclusive licensing agreement with Amobee for end-to-end programmatic buying and selling of premium video inventory on VOD service ITV Hub.
Britain’s public broadcasters are in exploratory talks on creating a UK rival to Netflix and Amazon Prime Video.
ITV chief executive Carolyn McCall has admitted that the broadcaster is operating in a challenging environment.
The UK’s ITV has expanded its ITV Hub offering by introducing a tiered ‘freemium’ service that allows users to pay for enhanced features including not receiving adverts.
Amazon is adding PSB catch up services ITV Hub and All 4 to all its Amazon Fire TV and Fire TV Stick in the UK, while German homes now receive Magine.
New research from Ofcom says UK viewers are more tech savvy than any other major country.