Six months from launch and ITVX has bucked the trend to be a successful new AVOD led streaming service, reports Adrian Pennington.
It’s a marathon not a sprint for ITV, which saw its new streaming service ITVX get off to a steady start eight months on from launch.
“When running a streaming service there is no finishing line,” Rufus Radcliffe, MD, Streaming, Interactive & Data, ITV told IBC365.
“If someone had said this time last year ‘would you take where we are now?’ we’d have bitten their hand off. We’re really pleased so far but conscious that there’s always more to do to delight our viewers and our advertisers. We are far from resting on our laurels.”
The key metrics ITV looks to are monthly active users and streaming hours which, when compared to ITV Hub, are...
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