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Futuresource forecasts that SVoD spending will rise by 6% in 2025, making up approximately 40% of the total market value. Subscription stacking remains common, with UK households holding over 52 million subscriptions—a 12 million increase since 2020.

The next phase of the partnership launches with a creative crossover between the iconic spy-themed franchise "Totally Spies!" and the globally popular "5-Minute Crafts." The collaboration also includes the rollout of localized versions of their joint YouTube and FAST channels, along with an expansion of AVOD coverage to include LSP and BPO languages.

The yet-to-be-named label will focus on scalable, returning competitive formats and integrate the portfolios of Potato and 12 Yard, as ITV Studios ramps up investment in globally marketable unscripted IP.

Sports rights now account for 14% of total TV revenue, underlining the premium value of live sport as broadcasters battle for subscribers and viewer loyalty.

The agreement was for a total of approximately $23 billion, subject to certain adjustments. The transaction is expected to close in mid-2026.