Accedo empowers ITV to deliver value to viewers & advertisers

British public broadcaster ITV has launched ITVX, an integrated advertising and subscription funded streaming platform that offers over 10,000 hours of HD free programming to stream for free.

Working alongside in-house teams, Accedo developed the video service for several platforms, including Youview, Freeview, Android TV, Freesat, Roku, Samsung Tizen, Samsung Orsay, and Xbox, as well as for the ITVX website. Building on, and replacing the existing ITV hub and ITV Hub+, ITVX has been developed with a completely new technology and user architecture, leveraging Accedo’s client-side application frameworks to improve performance.

With ITVX’s enhanced data capability, ITV is able to deliver a highly personalised service for viewers across the UK. In the ad-funded tier, this personalisation is delivering value to both advertisers and viewers, displaying ads in front of a much more targeted and engaged audience.

Steve Forde, Director of Product: Core Experience, ITVX, said, “With rapidly changing viewing habits and an increased appetite for free ad-funded content, we wanted to massively scale up our streaming ambitions, which is what we’ve done with ITVX.

“Accedo has been a trusted partner for years and has helped us deliver a compelling and engaging streaming service which will help us deliver our programmes to as many people as possible in all the ways they want to watch them, while also offering more value to our advertisers.”