Video technology provider Accedo supported UK broadcaster ITV in the launch of its hybrid AVOD/SVOD streaming service, ITVX. Accedo deployed its client-side application frameworks to develop the service across multiple smart TV and console platforms, replacing the legacy ITV Hub with a modernized architecture.
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.
Accedo has continued to deepen its partnership with ITV beyond the initial ITVX launch in December 2022. In May 2024, Accedo worked with ITV to bring ITVX to Sony PlayStation 4 and 5 consoles, broadening the service's device footprint. At the time of that expansion, ITVX had reached 40 million registered users, and ITV's Streaming Director of Engineering Huw Byrne Jones described Accedo as a trusted partner instrumental in extending the platform to new hardware. The PlayStation launch reinforced ITV's strategy of maximizing distribution to grow its advertiser-funded streaming audience.
Accedo's broader corporate trajectory has also shaped its capacity to serve large broadcaster clients like ITV. The company acquired eyecandylab in 2023, an Emmy-nominated provider of extended reality solutions, adding XR capabilities to its streaming platform portfolio. Accedo was founded in Stockholm in 2004 by Michael Lantz and Fredrik Andersson, and its SaaS platform Accedo One enables media companies to configure, launch, and manage OTT services from the cloud. This product evolution from bespoke development toward platform-as-a-service mirrors the direction many streaming technology vendors have taken to serve broadcasters seeking faster time-to-market.
On the sustainability front, Accedo co-led the ECOFLOW project as part of the IBC 2024 Accelerator Program alongside Humans Not Robots. The initiative partnered with BBC, ITV, RTL Netherlands, and the EBU to measure energy consumption across CDNs, encoding, and end-user devices in the streaming value chain. The project aimed to establish consolidated measurement metrics for the environmental impact of streaming workflows, a topic gaining regulatory urgency in Europe. ITV's participation in ECOFLOW alongside Accedo further illustrates the depth of the operational relationship between the two companies beyond application development.
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