2023 Silver Digital Product

Entrant: ITV

Client: ITV

Entry Title: ITVX

Executive Summary

The team was tasked with mission impossible: winning back online viewers in a saturated digital streaming marketplace, where viewers were actively cancelling subscriptions.

Strategy

The bold plan was to scrap ITV’s original catch-up service and replace it with a one-of-a-kind offering that would combine advertising video-on-demand (AVOD), subscription video-on-demand (SVOD), Live and FAST (akin to linear TV) services together in one place: a UK first.

Creativity

ITVX was built entirely from scratch and with a vast content library - 20,000+ hours; a thirteen-fold increase - the new product was unique and beautifully designed, combining the best features of rival services that viewers now expect such as personalised recommendations, and others they couldn’t compete with, for example an immersive online experience.

Results

More viewers, watching more often, for longer:

• 1 billion streams just over four months post-launch, nearly half the time it took in 2022
• 49% increase in streaming hours and 29% growth in digital revenue in the last quarter
• Attracted more new viewers, 80% of whom went on to explore other content on ITVX
• Overtook Channel 4 and Disney+ for consideration and awareness

The Team

ITV: Steven Forde Director of Product, ITVX Core Experience

Contributors

Candyspace, Accedo and W12