ITV net video use grows nearly 400%

The rate of video views on ITV's main website has increased four-fold since August, according to the broadcaster.

Video usage across ITV.com and the ITV Local network of sites grew 362% in the same period, which followed a relaunch of ITV's online operations.

There were 12m video views across the sites in May, fuelled by the success of Britain's Got Talent. Videos related to the reality series, which aired from April 12 to May 31, attracted 6m views.

ITV said video views on ITV.com had increased an average of 53% month-on-month since August, when the website was formally relaunched.

The broadcaster makes most of its programmes available for streaming during a catch-up period but its provision has been seen as lagging behind the BBC's iPlayer and Channel 4's 4oD. The most recent statistics for the iPlayer, which unlike ITV.com includes only full-length programmes, show that it received 21m views and downloads in April.

The most popular shows on ITV.com have included Coronation Street, Dancing On Ice, Benidorm and Secret Diary Of A Call Girl. Video content for the Euro 2008 football tournament has been very popular during June, ITV said.

Jeff Henry, managing director of new media division ITV Consumer, said: "The growth in consumer demand for video was anticipated and stimulated by the relaunch of our sites last year.

"We are now seeing our audience telling us their linked experience is incredibly attractive and we will continue to build on this with new developments in the months to come. Our turnaround plan sets out our ambition to significantly grow our online assets and these numbers reaffirm our belief in the potential of this area."