ITV is launching its streaming service ITVX as an in-car entertainment option for BMW, Mini, and Mercedes-Benz vehicles. The launch is facilitated through a partnership with technology company Xperi.
This brings ITVX into a new viewing surface: the car cabin. For ITV, the move extends distribution into BMW, Mini, and Mercedes-Benz vehicles through Xperi, without any details in the article about regions, launch timing, or app features. For the wider streaming stack, it’s another example of platforms pushing into non-TV screens where usage patterns and discovery are different. The next concrete signal to watch is which markets and model lines get ITVX first.
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