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ITVX (ITV Hub) Content Acquisition 2025| Unraveling the Streaming Giant’s Strategy | Vitrina AI

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ITVX (ITV Hub) content acquisition
ITVX In Development Projects
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ITVX (ITV Hub) In-Development and In-Production Projects

 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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Trusted by global entertainment leaders to grow business, acquire high-demand content, promote projects and services, and track every Film + TV production worldwide

Table of content

  1. Introduction
  2. ITVX Content Acquisition Strategy
  3. Challenges in ITVX Content Acquisition
  4. Opportunities for Content Partners
  5. How Vitrina Helps in Content Acquisition
  6. Conclusion
  7. FAQs

ITVX Content Acquisition Strategy

  1. 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.
  2. 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.
  3. 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.
  4. 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.

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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.

Real-Time Intelligence for the Global Film & TV Ecosystem

Vitrina helps studios, streamers, vendors, and financiers track projects, deals, people, and partners—worldwide.

  • Spot in-development and in-production projects early
  • Assess companies with verified profiles and past work
  • Track trends in content, co-pros, and licensing
  • Find key execs, dealmakers, and decision-makers
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Who’s Using Vitrina — and How

From studios and streamers to distributors and vendors, see how the industry’s smartest teams use Vitrina to stay ahead.

Find Projects. Secure Partners. Pitch Smart.

  • Track early-stage film & TV projects globally
  • Identify co-producers, financiers, and distributors
  • Use People Intel to outreach decision-makers

Target the Right Projects—Before the Market Does!

  • Spot pre- and post-stage productions across 100+ countries
  • Filter by genre and territory to find relevant leads
  • Outreach to producers, post heads, and studio teams

Uncover Earliest Slate Intel for Competition.

  • Monitor competitor slates, deals, and alliances in real time
  • Track who’s developing what, where, and with whom
  • Receive monthly briefings on trends and strategic shifts
PRODUCTION FINANCE

Production Finance lead uses Vitrina to find trends, co-pro partners.

SALES

Sales Leader uses Vitrina to find new green-lit projects to pitch

PRODUCTION

Account Execs use Vitrina to follow key Streamers and ProdCos for new projects

STRATEGY

Strategy teams monitor competitive upcoming slates and licensing activities

STRATEGY

Strategy teams monitor competitive upcoming slates and production partners

STRATEGY

Strategy and Finance leaders use Vitrina for CoPro partner discovery

SALES & BD

Sales and BD use Vitrina for leads qualification and enrichment

SALES & BD

Sales and BD leads use Vitrina to find new projects to pitch

TECHNOLOGY SALES

Discovery of active post-production and VFX companies

CXO LEADERSHIP

Finance Leader uses Vitrina to find market trends

LICENSING

CoPro partner discovery; TV Format licensees; Buyer profiling and preferences.

CONTENT ACQUISITION

Content Acquisition Leads use Vitrina to find regional content and their distributors

DEVELOPMENT TEAM

Development teams use Vitrina to find trending IP and competitive slates.

PRODUCTION TEAM

Production teams use Vitrina to find CoPro and commissioning partners

CXO LEADERSHIP

Leadership uses Vitrina to find indie studios to acquire

CONTENT ACQUISITION

Globoplay acquisition lead uses Vitrina for trending content discovery.

STRATEGY

Strategy teams monitor competitive upcoming slates and licensing activities

CXO LEADERSHIP

Leadership uses Vitrina to find state-of-global-productions to update Board members.

PRODUCTION

Production leader uses Vitrina to find CoPro partners and their IP preferences

STRATEGY

Strategy teams and leadership use Vitrina to monitor competitive content profiles

CXO LEADERSHIP

Leadership uses Vitrina to find top distributors and content rights-holders.

ANIMATION PRODUCTION

Leadership uses Vitrina to find CoPro partners, profile their preferences and vet them.

DISTRIBUTION

Distribution teams use Vitrina to find new licensees as well as new deals by existing partners.

SALES & BD

Global teams across 3 continents to find new projects to pitch.

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