ITV: Pioneering the Future of UK Streaming

About ITV

ITV stands as the largest commercial broadcaster and streamer in the UK, commanding an unmatched audience scale and reach. The company’s media and entertainment (M&E) division encompasses both streaming and broadcast services, distributing content via ITVX—ITV’s free, advertiser-funded streaming service—and its free-to-air linear TV channels. ITV’s content is also made available on third-party platforms such as Sky and Virgin, ensuring broad accessibility across multiple viewing platforms.

ITVX, in addition to its free tier, offers a subscription service known as ITVX Premium. This tier provides subscribers with an ad-free experience across all ITVX programming, along with exclusive content not available on the free tier. ITV’s unique proposition to advertisers lies in its combination of mass simultaneous reach, targeted advertising opportunities, and the ability to form commercial and creative partnerships in a brand-safe environment across both ITVX and its linear TV channels.

The Challenge: Evaluating Video Player Capabilities

Complexities in Video Player Testing

As ITV continues to evolve its digital offerings, particularly through ITVX, ensuring the quality and reliability of its video streaming service is paramount. A critical aspect of this involves testing multiple video players to assess their capabilities across a range of devices and environments. This task is inherently complex, given the need to evaluate not just the basic functionality of these players but also their integration with connected TV environments, quality of service (QoS) monitoring, and compatibility with ad insertion technologies.

The challenge was to establish a fair and consistent testing environment that could comprehensively evaluate each video player’s performance. The testing needed to account for various factors, including codec support, content protection mechanisms, and the ability to seamlessly integrate with ITV’s existing infrastructure. Ensuring these video players could deliver high-quality, stable performance across ITVX’s diverse content offerings and platforms was essential for maintaining ITV’s reputation as a leader in OTT streaming.

The Solution: Developing a Comprehensive Testing Framework

Building the Infrastructure for Evaluation

To address these challenges, Spicy Mango embarked on a programme of work to support ITV by developing a robust testing framework. This framework included the creation of specialised applications designed to embed mainstream, off-the-shelf video players within connected TV environments. These framework applications were critical for conducting real-world evaluations of each video player’s functionality, integrations, performance, and stability.

Designing Tests for Real-World Conditions

The testing framework was meticulously integrated with ITV’s manifest and media services, enabling the evaluation to reflect real-world conditions accurately. This integration allowed for comprehensive testing based on various codec, encapsulation, and content protection combinations that ITVX would typically use. The tests were designed not only to assess basic playback functionality but also to examine how each video player handled complex scenarios such as ad insertions, buffering, and quality adjustments in response to varying network conditions.

Producing Actionable Insights

The outcome of this rigorous testing process was a detailed report that included a thorough analysis of each video player’s strengths and weaknesses, along with recommendations tailored to ITV’s specific needs. The report provided ITV with actionable insights and guidance on selecting the most suitable video player technology for ITVX, considering factors such as user experience, technical performance, and future scalability.

The Impact: Shaping the Future of ITVX

Empowering Informed Decision-Making

The detailed report and demonstrations produced from this project have equipped ITV with the critical information needed to make informed decisions about the direction of its video player technology. These insights are instrumental in solving a vital piece of the puzzle for building a world-leading OTT streaming platform. By ensuring that the chosen video players meet the highest standards of performance and reliability, ITV can continue to offer a top-tier viewing experience to its audiences.

Strengthening ITVX’s Position in the Market

The work completed by Spicy Mango has contributed significantly to ITV’s ongoing efforts to strengthen ITVX as a competitive and innovative streaming platform. With the right video player technology in place, ITVX can deliver seamless, high-quality streaming experiences, ensuring that it remains at the forefront of the UK’s rapidly evolving digital media landscape.

Future-Ready: Advancing ITV’s Streaming Capabilities

Scalability and Innovation for the Future

The testing framework and methodologies developed during this project not only address ITV’s immediate needs but also provide a scalable model that can be adapted for future innovations and expansions. As ITVX continues to grow and evolve, having a solid foundation for evaluating and integrating new technologies will be crucial. This project has laid the groundwork for ITV to explore new features, enhance user experiences, and stay ahead of industry trends in OTT streaming.

Navigating the Challenges of OTT Streaming

Ensuring Quality and Consistency Across Devices

One of the primary challenges in OTT streaming is ensuring that video content is delivered with consistent quality across a wide range of devices and platforms. Different connected TV environments, operating systems, and network conditions can all impact playback performance, making it essential to thoroughly test and optimise video players for every possible scenario. The work done by Spicy Mango has provided ITV with the tools and insights needed to navigate these challenges effectively.

Ad Insertion and Monetisation

Another significant challenge in the OTT space is managing ad insertion technologies, which are crucial for monetisation. Ensuring that ads are seamlessly integrated without disrupting the viewing experience is a delicate balance. The testing framework developed for ITV included evaluations of ad insertion compatibility, ensuring that ITVX can maintain high standards of user experience while also maximising advertising revenue.

Future-Proofing ITVX

As the OTT landscape continues to evolve, ITV must remain agile and ready to incorporate new technologies and adapt to changing viewer expectations. The insights gained from this project will help ITVX stay future-proof, enabling it to adapt to new developments in video streaming, content protection, and audience engagement.

ITV’s Digital Success Story

Through strategic planning and the development of a comprehensive testing framework, ITV is well-positioned to continue leading the UK’s digital streaming market. The collaboration with Spicy Mango has not only addressed current challenges but also set the stage for future innovations, ensuring that ITVX remains a top choice for viewers and advertisers alike. This project exemplifies ITV’s commitment to excellence in digital media and its dedication to delivering the best possible streaming experience to its audience.