ITVX achieved two key milestones: reaching two billion streams since launch in December 2022 and winning Best On Demand Service at the Edinburgh TV Awards. 2022 was ITV's previous most successful year for streaming, with 1.9 billion streams across the whole 12 months. ITVX reached 1 billion streams on Easter Sunday this year. Moreover, ITVX was awarded the title of Best On Demand Service at the Edinburgh TV Awards 2023, beating BBC iPlayer, Channel 4 Streaming, NOW, and STV Player.
"To be named Best On Demand Service at the prestigious Edinburgh TV Awards less than nine months since we first launched ITVX, and against such heavyweight competitors in the same category, is such an accolade for the platform and the committed team across ITV behind it," Rufus Radcliffe, MD of Streaming, said.
From January to June this year, ITVX attracted more viewers, with monthly active users (MAUs) up 29% yearly to 12.5 million and up 19% since year-end. The new service is also attracting light viewers, our target audience, with viewing in that specific demo up 93% across the first six months in 2023. Viewers stay on ITVX longer, with streaming hours up 33% to 737 million hours and a 22% increase in dwell time in the same period. Plus, 86% of those viewers who came to ITVX to watch an exclusive went on to watch other great content on the platform in the first six months of this year.
Since ITVX achieved its first billion streams, ITVX premieres, including "Six Four" and "Vanishing Act," have brought in millions more streams, and so far this year, "Love Island" has been streamed more than 335 million times. The recent FIFA Women's World Cup is ITVX's most watched sport since April, with 15 million streams, and last month's Tour de France was streamed over 5 million times, a 34% increase from last year. Since April, ITVX's most streamed drama is "Malpractice," while "Broadchurch" has performed remarkably well amongst the archive content. US box sets, including "Vampire Diaries" and its spinoff, "The Originals," have also brought in millions of streams. After "Love Island," "I'm A Celebrity South Africa" is the most streamed entertainment series, and "Harry Potter and the Philosopher's Stone" is number one in films. Factual titles have seen millions of streams over the last four months, with highlights including "Rolf Harris: Hiding in Plain Sight" and "Boris Becker: The Rise and Fall."
ITVX's recent focus on comedy has seen streams to the genre increase by +85% compared to last year, with the most streamed series being "Alan Carr's Changing Ends." Comedy 24/7 was one of ITVX's most-watched fast channels over the past four months, while the "Midsomer Murders" fast channel is currently in first place. Upcoming highlights on ITVX include brand new "Love & Death," a riveting psychological drama that tells the unbelievable true story of Candy Montgomery (Elizabeth Olsen), a 1980s Texas housewife accused of murder.
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