Mobile viewing now accounts for one-fifth of all ITV Player views, just eight months after the catch-up TV service was made available on iOS and Android devices.
Robin Pembrooke, ITV's managing director of online & on-demand, says the rise in mobile usage is great news for the brand. ITV Player as a whole is recording audiences of up to a million for its most popular shows like Coronation Street.
Pembrooke said multi-screen, cross-platform distribution is a fundamental part of the commercial broadcaster's five year business plan.
ITV Player is now the second most downloaded Apple iPad app of all time in the UK. The app has now been downloaded four million times.
Pembrooke also said the company will start trialling different types of paid content distribution, looking beyond the existing free catch-up services provided through ITV Player.
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