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.

Independent analyst Ben Keen has outlined significant changes to the way global streamers conduct their business and the content they offer. In all cases, they are drawing from a playbook that served pay-TV operators and channel owners well for decades.

The conference highlighted how three key segments of the TV industry are adapting to “life after” and quickly building a new story for themselves.

The UK broadcasters have embraced YouTube as a source of incremental audiences as the platform is promoted from a marketing tool to a strategic distribution partner.

ITVX will recoup its investment this year, earlier than anticipated, and ITV Studios achieved record profit thanks to cost-cutting measures and a new digital distribution strategy.

While their viewing share has declined, broadcasters are agile and remain strong in a number of areas, according to a talk between Shapiro and Barb CEO Justin Sampson.

The broadcaster’s commercial team will handle all advertising on the Google platform.