Positioning ITVX as a challenger streamer doubled streaming hours and grew returns while accelerating investment payback.
In 2022, ITV struggled in the streaming market, losing younger viewers to global streaming giants. To future-proof the business, ITV launched the ITVX streaming platform, backed by a product and communication strategy to position it as ‘The UK's Freshest Streaming Service’ with regularly updated and conversation-worthy content.
This case argues that adopting a challenger position for ITVX drove growth, delivering a £3.06 revenue ROMI and helping recoup total business investment four years ahead of schedule. Evidence that the strategy was effective also includes a 48% increase in Monthly Active Users of the service and a doubling in streaming hours.