ITV Selects MainStreaming To Support ITVX Delivery Strategy

ITV has selected MainStreaming to support the delivery of ITVX as the broadcaster continues to expand its streaming capabilities and accelerate its digital transformation strategy.

The appointment will see MainStreaming support delivery of IT'’s streaming platform, which provides premium on-demand, linear and live content to audiences across the UK. The move forms part of ITV's broader effort to strengthen and diversify its video delivery infrastructure as streaming demand continues to grow.

ITVX has become a key component of ITV’s long-term digital strategy, with the broadcaster reporting nearly 10 billion streams delivered between December 2022 and December 2025. As viewing habits continue to evolve and demand for streaming services increases, ITV sought to develop a delivery model capable of supporting future audience growth and changing consumption patterns.

As part of the agreement, MainStreaming has been incorporated into ITV’s multi-CDN strategy, providing additional control over large-scale content delivery and enabling greater visibility, optimisation and performance management. The company will support the delivery of ITVX's content portfolio, including flagship entertainment programmes, news and live content, using its distributed Edge architecture to enhance streaming quality and operational efficiency.

A significant factor in ITV's decision was MainStreaming’s ability to integrate within internet service provider networks. The company’s strategic partnership with BT, one of the UK’s largest connectivity providers, was identified as a key advantage in supporting high-quality video delivery at scale. With BT customers representing a substantial portion of ITV’s viewing audience, the collaboration is expected to provide opportunities to strengthen streaming performance as ITVX continues to expand.

Mark Ison, Director of Engineering at ITV, commented: "ITVX is a strategic platform for ITV, and our delivery architecture needs to be ready not just for today, but for where streaming will be in the next ten years. MainStreaming’s video-first, capacity-based approach helps us enhance our platform as our expected demand evolves, and its proven ISP partnerships - including BT - give us confidence we can address quality, scalability and efficiency for a significant portion of our audience, while continuing to build on our already world-class streaming platform."

The companies said the collaboration reflects a shared focus on improving streaming performance and maintaining a high-quality viewing experience. ITV, MainStreaming and the company's ISP partners are also working toward a broader objective of achieving broadcast-grade quality of experience at full population scale.