ITV taps MainStreaming for edge-based delivery to scale ITVX platform

Broadcasters are moving beyond generic CDNs toward deep ISP integration to secure 'broadcast-grade' performance at national scale. By adopting a capacity-based edge model, ITV gains greater visibility into network performance and can manage traffic spikes more predictably without escalating legacy distribution costs. This reflects a wider industry pivot where technical control and efficiency are prioritized over simple reach. Watch for whether this partnership includes the use of BT's Multicast-Assisted Unicast Delivery (MAUD) technology to further reduce network congestion during high-concurrency live events.

The selection of MainStreaming comes as ITVX reports record-breaking engagement. Per ITV, the service reached 3.3 billion streams by November 30, 2025, surpassing its entire 2024 annual total a month ahead of schedule. This 25% compound growth rate in viewer hours reportedly outpaces rival commercial BVOD platforms in the UK. This surge has been driven by a 'Drama Drop Sundays' strategy and high-concurrency reality programming like 'I'm A Celebrity,' which attracted 2.7 million viewers in the 16-34 demographic for its 2025 launch.

Technically, the move aligns with a broader shift toward hybrid infrastructure and 'edge-first' delivery. According to Broadband TV News (June 2026), ITV’s strategy is designed to future-proof its stack for the next ten years as viewers shift away from linear transmission. MainStreaming’s partnership with BT, originally announced in September 2025 by TVBEurope, was specifically designed to provide 'on-net' capabilities that place content closer to the end user. This infrastructure optimization is critical as ITV reported in March 2025 that digital advertising now accounts for 26% of its total advertising revenue, making streaming performance a primary driver of top-line growth.