MainStreaming, the award-winning and innovative Edge Video Delivery Network, today announced that it has been selected by ITV to support the delivery of ITVX, ITV’s streaming service for premium on-demand, linear and live content in the UK.
As ITV continues its journey towards becoming a more digital business, ITVX represents a cornerstone of the broadcaster’s long-term, streaming-first growth strategy. With nearly 10 billion streams delivered between December 2022 to December 2025, and with streaming volumes set to increase significantly over the coming years, ITV identified the need to evolve and diversify its large-scale video delivery model to keep pace with shifting audience behaviour and future consumption patterns.
To support this ambition, ITV has added MainStreaming to its multi-CDN strategy, recognising the need for a more controllable approach to video delivery that enables greater visibility, optimisation and performance management at scale. MainStreaming will support the delivery of ITVX’s core catalogue, including flagship programmes, news and live content, leveraging its distributed Edge architecture to deliver high Quality of Experience (QoE) while optimising total cost of ownership (TCO).
A critical advantage, and a key factor in ITV’s decision, was MainStreaming’s ability to integrate deeply within ISP networks, strengthened by its recent strategic partnership with BT - the UK’s leading connectivity provider. With the largest fixed network and best‑performing mobile network, BT’s converged infrastructure is critical to enabling high‑quality, distributed video delivery. With BT customers making up a significant share of ITV’s audience, this collaboration creates powerful opportunities to further enhance streaming performance as ITVX continues to scale.
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 collaboration reflects a shared commitment to continuously optimise streaming performance and deliver a consistently high quality of experience for viewers. Through this approach, ITV, MainStreaming and MainStreaming’s ISP partners are jointly engaged not only in improving performance today, but also in establishing a clear path towards achieving broadcast-grade QoE at full population scale.
Antonio G. Corrado, Founder and CEO of MainStreaming, added: “ITV's decision reflects a broader shift in the streaming industry. As audiences continue to grow and viewing increasingly moves towards streaming, broadcasters need new delivery infrastructures and technologies that provide greater control, scalability and efficiency. We are proud to support ITVX in this evolution and to help demonstrate how closer collaboration between broadcasters, ISPs and technology partners can deliver a higher-quality streaming experience at national scale.”
This agreement further strengthens MainStreaming’s position as a trusted partner for leading broadcasters and media companies seeking to modernise their streaming architectures and deliver premium video experiences at national scale.
