It was a real pleasure to welcome Ruth Berry back to Inside Content—especially since it’s been over three years since her last appearance. In that time, Ruth has continued her pivotal role at ITV Studios, now heading up global partnerships and spearheading the expansion of Zoo55, their ambitious digital initiative.
We covered a lot of ground in this conversation, and it’s clear that Ruth's remit has only grown broader and more complex. As she explained, the Global Partnerships team handles everything from distributing world-class scripted and unscripted content to managing one of the world's largest IP catalogs—95,000 hours strong. That includes iconic formats like Love Island, The Voice, and Hell’s Kitchen, along with standout factual content from partners like Plimsoll.
What’s new since we last spoke? Zoo55. Ruth described it as ITV’s foray into D2C, bringing their IP directly to audiences across social media, FAST channels, and even mobile games. With over 170 owned social channels and 160 FAST streams, Zoo55 has quickly become a formidable presence in digital distribution. The Love Island mobile game, for instance, ranks in the top 10 most-played in the US, and their Hell’s Kitchen Roblox game garnered 50 million plays in just a few months.
Ruth shared that market dynamics have shifted significantly—platforms are becoming more data-driven and cautious, favouring proven formats over riskier new concepts. Drama is largely moving to non-linear viewing, co-productions are adjusting to tighter budgets, and non-exclusive deals are becoming more common. Despite this, she sees “cautious optimism” in the air. Deals like the one with Showtime on The Guest and Coldwater suggest amore confident marketplace emerging.
Ruth wrapped up with news of exciting projects: the new Space Live FAST channel, an official Great British Bake Off Roblox game, and even video distribution deals with Spotify for shows like The Graham Norton Show.
As Ruth put it, "We’re just moving some things furtherup the value chain… being where our audience wants us to be." It’s not just about owning great IP anymore—it’s about building ecosystems around it.
Key Topics:
● ITV Studios’ transformation into a global content and IP powerhouse
● Zoo55’s rapid growth across digital platforms
● Trends in global distribution: fragmentation, co-productions, and non-exclusive deals
● Rise of FAST channels, mobile games, and IP-driven gaming
● Strategic expansion into Spotify and emerging content formats
● Ruth’s perspective on micro-dramas and future content innovation
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