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Under McVay’s tenure, the UK’s independent production sector grew into a £3.6 billion industry, bolstered by key legislative wins, tax incentives, and the creation of the COVID-era Production Restart Scheme.

Unveiled to 500+ advertisers at ITV Showcase, the three tools—Lead Gen Ads, YouTube Affinities, and Outcomes Planner—leverage ITVX interactivity, Google audience data, and 750 outcomes studies to maximize ROI, targeting, and lead capture.

Barb reports 20.1 million UK homes used at least one SVOD service in Q1 2025, with Netflix leading at 59.2% penetration. Paramount+ posted the strongest quarterly growth, up 16% to 3.1 million homes, while Amazon Prime Video saw 87% of its 13.4 million homes on its ad-supported tier.

Channel 4 reported a £20 million pre-tax loss in 2023 amid falling ad revenue, prompting a shift in commercial strategy. Its new in-house studio and revised IP terms aim to boost global content value and long-term sustainability.

According to "The Big Shift 2025" report by LG Ad Solutions, 69% of UK and 71% of Canadian viewers now prefer free ad-supported content, with over 20% canceling paid subscriptions. Advertisers are seeing strong returns, with up to 40% of viewers taking direct action after seeing a CTV ad.