ContentWise, a provider of user experience automation and personalisation software, has been selected by ITV to enhance the UX personalisation of ITVX. The ContentWise UX Engine, a machine learning platform, was launched in production on ITVX in early November 2023.

Designed to analyse viewer behaviour, 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.”