David Farnor | On 07, Apr 2014

ITV is closing its pay-per-view rental service on ITV Player in July this year.

The broadcaster announced last week to its customers that the rental service on its online catch-up service would be scrapped on 31st July 2014 as viewers tend towards subscription-based services rather than individual transactions.

The advert-free rentals were introduced to ITV Player in 2012 with prices starting from 49p. Existing customers who have valid rentals will be given 30 days from 31st July to watch their titles.

“We have seen real success from our pay business which is a key part of our strategy to diversify revenues,” a spokesperson told the press.

But other products proved more popular, the broadcaster found.

“Having trialled a number of direct to consumer options we have taken the decision to not continue to offer rentals on ITV Player. ITV will continue to explore the best ways to get our content to our viewers, via free and pay routes.”

ITV were keen to emphasise the positive elements of the programme, though, when asked by VOD Professional for more information: “The market is changing, looking to new products and services. I wouldn’t say ITV Player rentals were a failure, there is an audience, but we have found more success in other areas.”

Indeed, while ITV has launched its own subscription services such as ad-free content for iOS – and later this year will launch its first Pay channel, ITV Encore – it has also licensed content to third party platforms, such as Netflix and Amazon Instant Video. According to ITV’s 2013 results, the channel’s content is now available to watch on a total of 19 different services.

Add to Watchlist