ITV: How research breathed new life into ITV's VoD service

This paper demonstrates how research helped safeguard the future success and revenue of ITV, a commercial broadcaster in the UK, by developing its under-performing Video on Demand service to compete better with rivals.

ITV: How research breathed new life into ITV's VoD service

ITV

An urgent need to prepare for the future.

ITV is Britain's most watched, loved and talked-about commercial broadcaster. ITV's success has been built on attracting large audiences to shows like Coronation Street and Downton Abbey on linear (live) TV. But with increased penetration of smartphones, tablets and connected TVs, more audiences are watching TV on demand. This is particularly marked amongst younger audiences.

(Figure 1: 16-34s watch more content on demand and streamed/downloaded)

To ensure ITV's continued success into the future, we needed to offer...

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