ITV has revealed that its on-demand service ITV Hub now has over 30 million registered users, beating its target of hitting that figure by 2021, as it prepares to roll out its addressable ads solution.
ITV revealed today (22 October) it had managed to increase registered users from 21 million in October 2017 to 26 million in October 2018. But on the back of hit shows like Love Island and Deep Water, as well as this year’s Rugby World cup, this year it surpassed its 30 million users target.
It said Love Island series 5 helped to attract an additional 3.2 million registered users during June 2019 while live streaming of Rugby World Cup matches has so far delivered 20m simulcast requests.
“The Hub is a key part of our More Than TV strategy and it’s a testament to our investment in technology and programming that we’ve hit our target registered users so far in advance,” said Steve Forde, director of digital products, ITV.
“The attraction for viewers of being able to watch the most talked about programmes, including Love Island, the Rugby World Cup, dramas such as Deep Water, A Confession and the soaps, whenever, wherever and however they want is clear.”
It will be welcome news for advertisers, who ITV has been trying to appeal to with updates to how it delivers and measures ad performance on the platform.
In April, it partnered with Amobee to develop an addressable TV solution, which will see the firm deliver end-to-end programmatic buying and selling of premium video inventory. The solution is set to roll out this quarter.
The Hub sits at the heart of ITV’s plans to improve its fortunes after suffering a 5% decline in total advertising revenue over the six months to 30 June.