Marketing Week: Round 🆙 ITV has focused much of its attention in recent years on establishing its streaming platform ITVX against the likes of Netflix and Disney. It starts 2026, though, looking to bolster perceptions of its wider brand with its biggest brand push since 2022. We hear from the broadcaster about why the time was right to introduce the new platform. https://www.marketingweek.com/itv-brand-plaform/