Bringing back Big Brother could prove a smart move for ITV if it can create an overall package that bring back older viewers while capturing a new audience.

ITV has appointed Lynette Kewley to be director of commercial and propositions for its upcoming streaming service ITVX.

ITV’s new streaming service comes when the UK AVOD market is ripe for more competition. But the broadcaster needs to answer two important questions.

Will ITVX’s “futureproof plan” rival the likes of Disney+ and Netflix?

The content budget for ITV’s new streaming service will increase to £1.35bn as it prepares to launch before the World Cup in November.

ITV has announced it will launch the UK’s first integrated advertising and subscription-funded platform later this year.

Streaming brands appear to be fighting churn with TV deals, but research suggests they must also focus on deeper loyalty and customer engagement.

Disney+ had the highest share of new subscriptions in Q2.

Media and entertainment devision revenue was down 8%, with ad revenue dropping 7%.

The deal will see the streaming platforms host each other’s shows, starting from 16 July.