[Brekkie]

Nolly would have done pretty well in the ratings but by the time it does appear on linear (In July or August apparently) it will underperform and I suspect it hasn’t been that highly streamed so far.

They just announced on the "Fresh List" trailer, I think it was called - that Nolly has had 2.5 million streams so far. So that's 2.5 million fewer viewers when it appears on ITV1 later this year. It will probably rate poorly on proper TV therefore, when it is eventually shown.

I'm sure it was The Twelve rather than Nolly which they said had 2.5m streams, which as it's 10 episodes long is an average of 250,000 per episode.   Pretty decent I'd say, but of course spun to appear 10 times more popular than it is - but that's what the streamers like to do.

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I think you're right - but they cost next to nothing to run, so what harm are they doing? It seems to be more so they can say 'look how many channels are on ITVX!'.

1000 viewers on an online stream is worth roughly the same as 10,000  linear ITV2/3/4 viewers [majority dayparts]

Online video ads earn more than most linear broadcast ads CPT

Interesting - knew they'd be worth more but didn't realise how much more.    That said the FAST channels seem to be very light on ads - Chase episodes run at 50 minutes rather than the full hour.

On that line do they use any kind of ad-smart technology for the live streams of the ITV channels to tailor the ads to the user more?