ITV

ITV operates an integrated media model. It attracts audiences through free-to-air television and on-demand streaming, monetises that audience via advertising and sponsorship, upsells part of the audience into paid streaming subscriptions, and extends content value through production, ownership, and international licensing. Its vertically integrated structure allows it to control both distribution and a meaningful share of content creation, while Planet V adds direct monetisation of premium video inventory through programmatic and addressable buying.

ITV is a UK-based commercial media company that combines broadcast television, streaming, advertising sales, and content production. Its core assets include free-to-air linear TV channels, the ITVX streaming service, the Planet V addressable advertising platform, and ITV Studios, which produces and licenses programming to broadcasters and streaming platforms. The group monetises consumer attention through advertising, earns recurring revenue from paid streaming subscriptions, and generates B2B income from programme commissions, international distribution, and format licensing.

Its customers span both consumers and businesses. On the consumer side, ITVX serves UK viewers through a hybrid free and paid model. On the business side, advertisers and agencies buy premium video inventory and audience targeting through ITV’s media and ad-tech stack, while broadcasters and streaming services license or commission content from ITV Studios. This makes ITV a blended broadcaster, publisher, media owner, and content IP business rather than a pure streaming platform or standalone ad-tech vendor.