Activity from both Digital AVOD and Broadcaster-owned AVOD (BVOD) services rose significantly in 2024, setting a new benchmark that 2025 is already on course to match.
In the BVOD space, ITVX has led activity so far this year. The UK-based platform has accounted for more than half of all BVOD acquisitions in 2025, primarily through 18 second window deals. Disney is behind half of these, strengthening its relationship with ITVX through July’s launch of the ‘A Taste of Disney+’ collection. Warner Bros. Discovery is another key supplier, contributing several DC-branded titles and well-known library content. ITVX has also picked up two Digital Originals in the second window: Amazon Prime’s ‘The Consultant’ and Apple TV+’s ‘Suspicion’.
Elsewhere in Europe, France’s M6+ has acquired three first window titles: ‘All Creatures Great and Small’ (All3Media), ‘Beacon 23’ (Boat Rocker) and ‘World on Fire’ (ITV Studios) in addition to four second windows from the likes of All3Media (‘Angela Black’, airing after OCS), BBC Studios (‘Pursuit of Love’, airing after Amazon Prime), Lionsgate and NBCUniversal (‘Becoming Elizabeth’ and ‘The Capture’ respectively, both airing after Lionsgate+ which has since exited the French market).
Australia also remains active. Between SBS On Demand and 7Plus, thirteen premieres have been recorded. 7Plus is responsible for four first window titles – more than any other BVOD globally in 2025 so far. SBS On Demand has taken one first window title and five second windows. Like ITVX, SBS On Demand has turned to Disney, acquiring both ‘Under the Bridge’ and ‘The Veil’ following their Disney+ runs.
On the digital side, Tubi continues to dominate second window acquisitions, focusing on the US market. Its slate includes US titles from studios like Sony (‘Timeless’, ‘Alert: Missing Persons Unit’) and Disney (‘Pistol’), as well as UK-originated content from Banijay (‘The Other One’, ‘Screw’) and All3Media (‘Dark Mon£y’).
Amazon Prime has made further second window acquisitions for its free tier, including ‘Two Weeks to Live’ (Banijay), ‘Rig 45’ (ITV Studios), and ‘Run’ (Warner Bros.).
What’s clear is that both Digital AVOD and BVOD services are increasingly looking beyond pure library content. Many are becoming regular buyers of second windows, especially for titles that were initially vertically integrated. While first window deals remain limited, the interest is there – and buyers are showing they will invest where the content and price align.
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