ITV Selects ContentWise to Power ITVX Advanced Recommendations and UX Personalization

Milan, Italy, and London, UK – January 23rd, 2024 – ContentWise, the leading provider of user experience automation and personalization software, has been selected by ITV to enhance the UX personalization of ITVX. The ContentWise UX Engine, a sophisticated machine learning platform, was launched into production on ITVX in early November, 2023.

Designed to analyze viewer behavior, it delivers highly relevant content recommendations, thereby enhancing engagement and viewer satisfaction. Since its implementation on ITVX, UX Engine has generated double digit increases in conversion rates and substantial lift in average watch time, compared to control groups on the previous recommendation system.

Deep Bagchee, Chief Product Officer at ITV, commented, “Since its launch just over a year ago, ITVX has been on an upwards trajectory in terms of content, viewers and technological advancements. We’re continually evolving to make sure that ITVX brings the best to viewers and working with ContentWise will ensure that they’re getting better recommendations and personalisation.”

Paolo Bozzola, CEO of ContentWise, added, “We’re excited to see the immediate, positive impact of our technology on ITVX and its key performance indicators. Together, we are setting new benchmarks for UX in the streaming industry.”

The integration of ContentWise UX Engine with ITVX coincides with the service celebrating a significant milestone: recently surpassing 3 billion streams, with a remarkable 8 million on New Year’s Day alone. This achievement underscores the platform’s rapid growth and its leading position in the market, setting the stage for even greater success with the integration of ContentWise’s UX Engine.

Deep Bagchee and Renato Bonomini, VP of Sales Engineering at ContentWise, will participate in a keynote conversation at the OTT Question Time Live event in London on January 31, 2024. They will share insights into the partnership, the implementation, and the future of personalized streaming experiences.

About ContentWise

ContentWise is the AI-powered customer experience company that provides leading video operators, digital publishers and online retailers with the software and expertise they need to create rich, personal and smart CX at every digital touchpoint. Thanks to personalization and automation technology, ContentWise helps marketing, editorial and merchandising teams understand what each customer needs, wants and values, maximizing each customer’s lifetime value. By enriching catalog data, analyzing users behavior, personalizing interactions, enabling discovery, automating editorial tasks and orchestrating the entire digital customer experience, ContentWise increases customer conversions, loyalty and retention. With offices in Milan, Los Angeles and Singapore, ContentWise counts leading brands worldwide as customers, including ITV, Mediaset, Sky, Telecom Argentina and Telefonica.

About ITVX

Launched in late 2022, ITVX is the UK’s freshest streaming service, letting viewers stream new programme exclusives, with adverts, for free; ranging from premium dramas, documentaries, US series, comedy and reality shows to blockbuster films and much, much more. ITVX is the first streaming service in the UK to offer viewers the flexibility to access free content with ads and ad-free paid subscription, all in one place. Paying subscribers also have access to BritBox UK. ITVX live streams must-watch events, from live sport to Love Island, as they are broadcast on ITV’s channels. ITVX also offers an ever-changing host of exclusive themed channels in line with viewer preferences and popularity; these constantly evolving pop-up channel tools provide a scheduled experience through a streaming service.