MainStreaming reinforces ITV's MultiCDN strategy for the ITVX platform

The distribution of ITVX, streaming service of the British ITV for premium on-demand, linear and live content from the United Kingdom, will be supported by MainStreaming, a provider specialized in edge video distribution.

ITVX represents a cornerstone of ITV's long-term growth strategy, focused on streaming. With almost 10 billion views between December 2022 and December 2025, and with volumes of streaming will increase significantly in the coming years, ITV considered it necessary to evolve and diversify its large-scale video distribution model to adapt to changes in audience behavior and future consumption patterns.

To support this ambition, ITV has brought in MainStreaming to your MultiCDN. The company will be responsible for the distribution of ITVX's core catalogue, including flagship programmes, news and live content, leveraging its distributed edge architecture (edge) to deliver a high quality of experience (QoE) while optimizing total cost of ownership (TCO).

A fundamental advantage of the tool is its ability to integrate “deeply” in the networks of Internet service providers (ISPs), reinforced by its recent strategic alliance with BT. Given that this operator's customers make up a significant part of ITV's audience, this collaboration creates important opportunities to further improve the performance of the streaming as ITVX continues to grow.

Mark Ison, engineering director of ITV, provides his vision on this key project for the future of British television: “ITVX is a strategic platform for ITV, and our distribution architecture must be prepared not only for the present, but also for the future of the streaming in the next ten years. MainStreaming's video-centric, capacity-based approach helps us improve our platform as expected demand evolves, and its proven partnerships with Internet service providers, including BT, give us the confidence to deliver quality, scalability and efficiency to a significant portion of our audience, while we continue to develop our streaming platform. streaming, which is already first class.”

Antonio G. Corrado, founder and CEO of MainStreaming, considers that ITV's commitment reflects a “change” in the streaming. In his own words: “ITV's decision reflects a broader change in the automotive sector. streaming. As audiences continue to grow and content consumption increasingly shifts toward streaming, chains need new infrastructure and distribution technologies that offer greater control, scalability and efficiency. We are proud to support ITVX in this evolution and help demonstrate how closer collaboration between broadcasters, Internet service providers and technology partners can deliver a streaming of higher quality on a national scale.”