ITV is seeing significant growth in its on-demand product the ITV Hub, with viewing hours growing by 13% in 2019.
The UK broadcaster is looking to accommodate growing interest for on-demand and simulcast viewing while also creating suitable adtech solution to best benefit from the new data generated by audiences. Most recently it announced it is building an alternative to Sky AdSmart.
In 2019, it breached 500m hours of viewer consumption, after meeting its 30m users target two years early. This is largely driven by it being available on 28 different platforms.
In line with this announcement, it revealed the five most viewed shows in simulcast and catchup with the top being Love Island (no surprise with it doubling down on the format with a winter edition). Topically it is one of the most talked-about TV shows on social media underlining its significance.
The soaps, Coronation Street and Emmerdale, also proved popular in catch-up formats followed by I'm a Celebrity... Get Me Out of Here! and The Only Way is Essex. The Rugby World Cup sneaked into the top five simulcast formats, further bolstering the service.
Steve Forde, director of digital products at ITV, said: “Reaching this figure demonstrates that not only do viewers love both the Hub's content and using the service, but that it has evolved to seamlessly allow mass surges in viewing on simulcast and on-demand and in doing so has established itself as one of the biggest video on demand platforms in the UK."
The news comes as the broadcaster unveils its new sponsors Spotify and TikTok as Love Island partners. To mark this, Spotify created a playlist to mark the occasion – it also hosts the official Love Island podcast in partnership with ITV.