Accedo powers ITVX launch with modern client-side application frameworks

The migration to Accedo’s client-side frameworks signifies a shift for European broadcasters away from legacy web-wrapper models toward more responsive, platform-native performance. By consolidating AVOD, SVOD, and FAST channels into a single architecture, ITV provides a blueprint for technical consolidation in fragmented markets. This infrastructure change is critical for maintaining parity with global streamers like Netflix and Disney+, who rely on similar high-performance application layers to drive engagement and decrease churn. Watch for ITV’s reported streaming hours and digital ad revenue in 2024 to validate whether this architectural modernization translates into sustained market share against commercial rivals.

Since the initial December 2022 deployment described in the source, ITVX has demonstrated significant operational momentum. Per Informitv in April 2024, the platform achieved 1.5 billion online video hours in 2023, representing a 26% increase over its predecessor. This growth helped offset a 15% decline in traditional linear television advertising revenue, with digital revenue climbing 19% to £490 million as the broadcaster migrates its audience toward streaming-first consumption. By early 2024, ITVX's monthly active users reached 12.5 million, up from 10.5 million for the former ITV Hub service.

The platform has also expanded its content footprint and distribution reach. According to Wikipedia and Broadband TV News reports from late 2023 and 2024, ITV fully absorbed the UK version of BritBox into the ITVX Premium tier after buying out the BBC’s share. Further partnerships were established with StudioCanal and NBCUniversal to integrate the Hayu service, while a dedicated 'ITVX Kids' hub launched in July 2023 to replace the CITV linear channel. This consolidation strategy is central to ITV’s 'More Than TV' initiative, which aims to reach at least £750 million in digital revenue by 2026.

Technically, the platform's reliability was tested during large-scale live events such as the Euro 2024 tournament. Per ITV's own reporting in December 2025, the service surpassed 3.3 billion annual streams a full month earlier than the previous year, maintaining a 25% compound growth rate in viewer hours since launch. This outpaces the 16% average growth recorded by key commercial competitors in the UK. The use of the Planet V self-serve programmatic platform, integrated with the app's data layer, continues to drive the addressable advertising growth that justifies the initial infrastructure investment.