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Introduction
ITVX (formerly ITV Hub) is one of the UK’s premier streaming platforms, offering a diverse mix of live TV, on-demand programming, and exclusive digital-first content. As the streaming landscape becomes more competitive, ITVX continuously refines its content acquisition strategy to attract and retain viewers.
By leveraging a combination of licensed content, original productions, international co-productions, and FAST channel partnerships, ITVX ensures a strong and diverse content library. However, challenges such as rising content costs, rights complexities, and evolving viewer preferences make the acquisition process increasingly sophisticated.
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ITVX Content Acquisition Strategy
- Licensed Content from Studios & Distributors
ITVX licenses films and TV series from major studios, independent distributors, and global production houses. It focuses on high-performing genres such as drama, reality TV, and entertainment. - Original Productions & Exclusive ITV Studios Content
ITVX invests in original productions, particularly scripted series, documentaries, and reality formats. ITV Studios plays a major role in content supply, ensuring a strong pipeline of exclusive shows. - International Co-Productions
To expand its catalog, ITVX engages in international co-productions with European and global partners. This helps the platform bring premium content without bearing full production costs. - FAST Channels & Ad-Supported Content
With the rise of Free Ad-Supported Streaming TV (FAST), ITVX partners with third-party content providers to create themed channels that boost engagement and monetization.
Challenges in ITVX Content Acquisition
Despite ITVX’s strong market position, content acquisition presents several challenges:
- Competition with Global Streamers: Platforms like Netflix and Disney+ drive up content costs and limit access to premium licensing deals.
- Shifting Viewer Preferences: Audience demands for fresh and diverse content require a constantly evolving acquisition strategy.
- Rights & Licensing Complexity: Securing content rights across multiple regions involves legal, financial, and compliance hurdles.
- Balancing AVOD & SVOD Models: ITVX operates both ad-supported (AVOD) and subscription-based (SVOD) models, requiring careful content curation.
Opportunities for Content Partners
For production houses, distributors, and content owners, ITVX presents multiple collaboration opportunities:
- Selling Content to ITVX: Licensed content deals, especially in drama, unscripted, and factual entertainment.
- Co-Producing with ITVX: Partnering on high-budget scripted series and premium unscripted formats.
- Supplying FAST Channel Content: Distributing library content for themed, ad-supported streaming channels.
- Niche & International Content: Non-English content and specialist programming for diverse UK audiences.
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How Vitrina Helps in Content Acquisition
Vitrina is the leading global platform connecting content buyers like ITVX with production companies, distributors, and rights holders. With a database of 80,000+ production houses and 10,000+ distributors, Vitrina streamlines content discovery, qualification, and outreach.
For ITVX and Other Buyers:
- Discover and qualify content suppliers across 100+ countries.
- Track the latest projects and upcoming releases for licensing opportunities.
- Identify co-production partners for scripted and unscripted formats.
For Distributors & Producers:
- Showcase content to leading broadcasters, streamers, and platforms.
- Connect with decision-makers at ITVX and other media buyers.
- Leverage real-time industry insights to pitch the right content.
By leveraging Vitrina’s Global Film+TV Projects Tracker, companies can stay ahead in the content acquisition game, ensuring timely deals and stronger partnerships.
Trusted by Execs and Leaders From
ITV_Studios 1
Globo 2024 1
Vector (1)
PRG
Hyphenate Media
Sony TV
Premier Digital
Netflix
Getty
Digital Film Tree
Amagi
William Morris Endeavor (WME) Entertainment
Endeavor Group
Warner Bros. Discovery
Toonz Media Group
Sony Pictures
SBT Brazil
Special Broadcasting Service (SBS)
Paramount
DLE Animation Japan
Google TV
Friday Filmworks
Conclusion
ITVX is a dynamic player in the streaming industry, balancing licensed acquisitions, originals, and co-productions. While competition and rights complexities remain challenges, opportunities abound for content sellers, distributors, and production houses. Platforms like Vitrina make content discovery and deal-making more efficient, helping companies navigate the ITVX acquisition ecosystem.
Frequently Asked Questions
ITVX acquires content through licensing deals, original productions, co-productions, and FAST channel partnerships.
ITVX focuses on drama, reality TV, documentaries, and entertainment formats.
Yes, ITVX works with independent producers for licensing, co-productions, and acquisitions.
