July wasn’t about a single title stealing the spotlight, it was about how platforms turned moments into momentum. From headline-grabbing national events to stealthy placement plays, the UK streaming scene proved that visibility is as much about timing and positioning as it is about content itself. The July UK Streamer of the Month report breaks down exactly how it happened.
Building on the success of our long-running MPV™ metric, this month’s report introduces a new layer of insight – £MPV™ (Pound Media Placement Value™). This proprietary metric doesn’t just track how often and where content appears across Connected TV devices, it translates that presence into a real-world pound value. By factoring in placement prominence (MPV™ score), audience reach, and industry-standard CPM benchmarks, £MPV™ gives the UK market a consistent way to measure and compare the true impact of on-screen promotion.
At the forefront of this month’s momentum was the UEFA Women’s Euro, with BBC iPlayer and ITVX ensuring the Lionesses weren’t just watched – they were impossible to miss. High-profile placements across major devices kept the tournament in full view, drawing in football fans and casual viewers alike. Sport may have dominated the early part of the month, but it wasn’t the only draw. ITVX pivoted from the pitch to deep-sea spectacle with a shark-themed lineup, while Channel 4 leaned into tightly wound drama, proving that slow-burn storytelling can hold its own alongside big-event programming. You can see exactly how these campaigns looked, and where they landed, inside the July UK Streamer of the Month report.
Adding to the month’s strategic plays, a content-sharing pact between two of the UK’s most recognisable streamers hinted at a market moving toward collaboration as much as competition. By swapping handpicked titles, each platform aimed to reach audiences they’ve historically struggled to capture – a calculated move with the potential to reshape viewing habits.
Awards season brought another opportunity to stand out. Sky used its Emmy-nominated titles as headline attractions, presenting them as prestige events worth making time for. Meanwhile, Paramount+ doubled down on a handpicked trio of flagship shows, giving each the space and screen presence to cut through the noise across major devices.
July’s UK streaming landscape was a masterclass in targeted promotion, calculated risk-taking, and turning the right moment into maximum impact. The July UK Streamer of the Month report reveals which strategies translated into the highest MPV™, which platforms are quietly gaining ground, and who could be setting the tone for the rest of the year. See the full rankings, title-by-title insights, campaign analysis and industry news now.
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