22-05-2024, 11:52 AM
ITV do seem to have backed off slightly on releasing content months in advance on ITVX - comedy perhaps still the exception but original UK drama is now more likely to launch on the streamer alongside the linear airing rather than months earlier, and there they can support each other. There are arguments for and against box sets versus weekly releases and ultimately it's the financials that matter but the ability to sell more targetted advertising online might mean that it's more beneficial for ITV to have viewers watching first on ITVX rather than contributing to the overnight figure on ITV1.