After a whole lot of complaints, ITV Hub has simply made a dramatic change to its streaming

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ITV has updated its platform for live streaming channels and on-demand box sets. The service, known as the ITV Hub, was designed to compete with BBC iPlayer, All 4, and Netflix. ITV allows anyone to watch ads, although there is an optional upgrade, ITV Hub +, which costs £ 3.99 a month and removes all ads from on-demand shows. Live TV is available to TV license holders on ITV Hub and Hub +.

During heavy use, such as during the last episode of Love Island and the Euros, there were a number of issues with ITV Hub. In one case, viewers missed almost half an hour of the game in England during Euro 2020. Social media is full of hundreds of complaints from disgruntled viewers struggling to watch live and on-demand broadcasts. A number of viewers claim that ITV Hub compares poorly to its Beeb counterpart, the BBC iPlayer.

“ITV Hub has bad vibes that BBC iPlayer doesn’t have,” commented one on the social media site Twitter. Another added, “How has ITV Hub been so bad for so many years? HOW.”

“Today is not a good day for the ITV Hub, it is mostly bad, but the playback is especially terrible this morning. Given that this is a video player for a national broadcaster, it is embarrassing that it is consistently unreliable is, “wrote one user on Twitter.

Another viewer tweeted: “ITV Hub is really that bad. I’ve been trying to watch last night’s Love Island episode for 10 minutes now and all I get is ads, ads, ads. “

And now it appears that ITV is making some significant under-the-hood changes to try and improve the situation.

So far, ITV Hub has relied on 15 local encoders for streaming. However, the broadcaster has now shifted most of its video processing and transmission to cloud-based technology from Amazon Web Services (AWS). In other words, if you had no problem streaming the latest episode of The Boys, The Marvelous Mrs. Maisel and Clarkson’s Farm on Prime Video … then you shouldn’t have to worry about the quality of the video streaming over ITV Hub.

“The linear transmission is alive, but the trajectory is shifting towards more stream-based viewing. When we have more of our livestream workflow in the cloud, we can better serve our entire audience and keep pace with evolving viewer expectations, “affirms Andrew Pearson, Principal Solutions Architect for Content Supply and Distribution at ITV.” Given the size of the Project, we carefully considered our options and AWS emerged as the clear winner in many categories. We are confident that AWS will continue to bring us innovative new features that will enable us to improve the viewing experience. “

The updated platform is now spread across two centers in the UK, one in the north and one in the south.

If you’ve struggled to tune into Euro 2020 on ITV Hub, or didn’t manage to see the latest recoup on Love Island anytime soon on ITV Hub.

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