"The content commissioning arms race was on. Disney, Netflix and Amazon spent more than £22bn, £11bn and £5bn in a year, respectively. The war was on to win younger audiences, who flock to digital subscription TV services.
ITV needed to beat them at their own game. We used data to get ahead, finding SVOD and ITV’s users, and the entire BARB light TV viewer segment, to talk to people far ahead of the peak 9pm slot where SVoD providers were at their strongest.
We beat them at their own personal recommendations game by being smart with advertising and data, to deliver 24% incremental monthly active users to ITV Hub."