[Spencer]

People seem to be forgetting ITVX is a streaming service first, not a catch-up service. it was always the plan to drop the complete series if the 1st episode was to air on ITV1 (i.e not an ITVX exclusive). It's not a iPlayer clone.

If they are showing a lot of ITVX adverts, it's because the data backs up the need for them to do so as to drive user engagement. I guess it works with their Marketing as it would be fresh in viewers minds as afterwards its not like viewers would have umpteen other distractions!

Exactly this. And ITV clearly see ITVX as more than just an offshoot, 'oh, and by the way, you can also get our programes on the internet' – they see it as the future of the organisation, and a rival to Netflix, Disney+ and Prime Video.

I've been quite impressed with their bold approach to it. It's no good if you want to launch a big, flagship streaming service, to simply add a little tag in the corner of the TV trails. And personally, the promotion doesn't bother me.

The only thing I don't think they've got right is having the whole service sponsored by Domino's. I'm sure they've got a lot of money for it, but I think it really cheapens the brand. They'd never have ITV1 entirely sponsored, so if ITVX is now their flagship product, they could do with losing that. Maybe it's just a hang-on from the ITV Hub sponsorship, and hopefully when it lapses, they won't replace it. Or maybe I'm wrong, and this is the way forward – perhaps we'll soon have Netflix sponsored by Greggs.