ITV has launched a subscription service of its ITV Player, allowing mobile viewers to catch up on the last 30 days of programming from the network without watching ads for £3.99 a month. The updated app, for iPad, iPhone and iPod touch, is part of a new strategy to increase revenue streams.
Once users have updated the software, they are able to select an upgrade to watch content from the last 30 days on ITV1, ITV2, ITV3, ITV4 and CITV without any advertising before, during or after the content. They will also be able to watch a simulcast of the four main ITV channels. The free to view model is still available with advertising much like TV.
MEC opinion: The ITV Player app has been downloaded by over seven million people on iOS to date and so there is a demand for ITV to deliver innovative business models and adapt the product to the evolving market. ITV is the first broadcaster to offer viewers the choice to watch content with or without advertising and we may see others follow suit.
However, this new version of the app is unlikely to drastically affect viewer figures on the free model. Most viewers to catch up services are happy to accept that in order to view free content, there must be advertising placed around this content. This model is also only on Apple ‘mobile’ products and viewing to PC and other platforms are still free to view only.