ITVX hits 1bn streams in Q1
April 7, 2025
ITVX has achieved a record-breaking billion streams in a quarter for the first time. ITV’s flagship soaps Coronation Street and Emmerdale have had a strong start to the year, with 124 million streams on ITVX. Soap viewing is up +35 per cent on Q1 2024, off the back of strong storylines and making episodes available from 7am to stream, ahead of their evening broadcast.
Entertainment is another big contributor, achieving 133 million streams in Q1, up 22 per cent on last year with popular Saturday night shows Britain’s Got Talent, The Masked Singer and The 1% Club all seeing double digit growth on ITVX this year.
It has been a strong quarter for drama with over 300 million streams. ITVX attributes this to its ‘New Drama Sundays’ strategy, which brings audiences a new drama boxset every Sunday, a mixture of commissioned content (which also airs on ITV1) and premium acquired titles.
Unforgotten is the biggest returning drama on any channel or streaming platform this year, and new dramas Playing Nice and Protection are currently ITVX’s second and third biggest dramas ever, behind only Mr Bates vs The Post Office. Over 50 per cent of the audience watched Playing Nice on ITVX, with 58 per cent choosing the platform for the final two episodes.
ITV and ITVX have played host to some of the biggest TV sport audiences of 2025 to date, including the biggest match of the Six Nations, England’s game against France on February 8th, as well as the Calcutta Cup (England vs Scotland) on February 22nd both peaking with over 6 million viewers, and the biggest upset in the FA Cup this season with Plymouth Argyle knocking out Liverpool on February 9th.
From Reality, the return of Love Island All Stars is ITVX’s biggest single title this year with over 100 million streams. Love Island is also ITVX’s top commissioned programme for 16-34 audiences in Q1, in terms of audience profile, followed by Olivia’s Attwood’s Getting Filthy Rich and RTS and BAFTA nominated comedy, G’Wed.
Kevin Lygo, ITV’s Managing Director of Media and Entertainment commented: “New high quality drama, week in week out, the best Saturday Night Entertainment, big live sporting events, our soaps on great form and more – it’s the breadth of our offering to audiences, in key genres, that has driven this record quarter. We have totally transformed our streaming offer with ITVX over the past couple of years, and all our teams internally, alongside the best producers in the business, have helped deliver these brilliant numbers, by producing, promoting and delivering this fantastic content to audiences to stream.”
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