ITVX launch: See how ‘free’ streaming service looks to get young viewers

ITVX replaced the broadcaster's cumbersome Hub in an attempt to welcome a wave of young viewers. Rufus Radcliffe, the managing director of ITV, is the brains behind this brand-new streaming service, and it is his responsibility to attract advertisers and young people.

After a great set of results, the platform rebrand was initially announced back in March, with the intention of boosting the company's declining share price. Radcliffe told a media outlet that ITV was ahead of the curve in many areas, even though the news instead caused shares to fall as much as 25% on the day. Since then, Netflix and Disney have both independently introduced their own cheaper ad offerings.

To date, ITVX has increased its content from 5,000 to 15,000 hours and is a free service sponsored by advertisements. It has both original programming and fan favourites including Love Island and Coronation Street. Additionally, there is a subscription option, which for £5.99 a month removes advertisements and bundles from Britbox.



According to Radcliffe, 90% viewers will watch for free, encouraging advertisers to support the scaled-down streaming model. The really important thing for them is that it's a free service, which, in his opinion, works in the current cost of living problem.

Targeting so-called "mainstreamers"—those who often consume US streaming content, such as Squid Game and Stranger Things, but may turn to ITV during events like the World Cup or I'm A Celebrity, for example—is another important objective for the broadcaster.

The theory is that if it can attract more users to the platform, it can keep them there by offering a larger library that, in Radcliffe's words, "companies would eat your arm off to get."

Tom Harrington, a TV expert at the research centre Enders Analysis, downplayed the excitement surrounding the digital launch.

ITV claims it wants 20 million digital monthly viewers within the next three years, a number that seems insignificant when compared to the 10.7 million weekly users of BBC iPlayer. Harrington also cautioned that the move could not be the huge success that investors are expecting because online content was more difficult to monetize than linear TV.

FAQs:

1. What is the viewership target of ITV?
   ITV claims it wants 20 million digital monthly viewers within the next three years.
2. What is the hourly content volume of ITVX?
   The hourly content volume of ITVX is 15,000 hours.