Love Island is back on Virgin Media Television (VMTV) and the Irish broadcaster has invested €2m to upgrade its video-on-demand player for improved technical performance, additional platform roll-out, increased content availability, and more sophisticated data and analytics. Last year’s series of the reality TV dating show drew about 15 million streams on Virgin and in off-air months, streaming figures remain consistent with over 2.54 million views per month. Sarah Murphy, VMTV head of strategy, trading and insights, said advertisers demand video material that delivers consistent viewing figures in Ireland, which has been difficult, but the broadcaster wants to offer reliable 12-month service and greater analytics to improve its advertising offering.
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