ITV has announced that it’s dropping pay per view rentals of shows on ITV Player.
While the ad-supported version of ITV Player isn’t closing down, the pay per view service will close on July 31. Customers will have a month to view any paid-for programmes they haven’t started watching.
The pay per view feature launched on ITV Player in October 2012 and let viewers watch advert-free repeat versions of shows for as little as 49p.
Despite over a million viewers registering for ITV Player, an ITV spokesperson said that pay per view programmes haven’t been as popular and so ITV is winding the service down.
The spokesperson said: “We have seen real success from our Pay business which is a key part of our strategy to diversify revenues. We have licensed our content to third party platforms and services, launched subscription services such as ad-free content for iOS and later this year we will launch our first Pay channel, ITV Encore.”
“Having trialled a number of direct to consumer options we have taken the decision to not continue to offer rentals on ITV Player. ITV will continue to explore the best ways to get our content to our viewers, via free and pay routes.”
ITV Encore, a ‘best of’ channel, will launch on Sky later this year and ITV programmes will also be available on Now TV and Sky Store.
There’s still no news on when Android users will be able to enjoy ad-free TV shows on the go like iPhone and iPad owners currently can.
There was talk last year of pay per view downloads coming to mobile platforms and connected TV platform YouView, of which ITV is a shareholder. It looks at though with the demise of pay per view online, this isn’t going to happen after all.