ITV announced that the full run of its iconic teen drama series “Byker Grove” is available to stream for the first time ever on STV Player, marking a significant step in the broadcaster’s strategy to monetize classic intellectual property in the digital age. According to ITV’s press release, more than 300 episodes of the series, which originally aired between 1989 and 2006, are now accessible to audiences on demand.
“Byker Grove,” produced by Zenith North, was a cultural phenomenon during its 17-year run, renowned for addressing social issues and launching the careers of stars including Ant and Dec, Jill Halfpenny, Donna Air, and Andrew Hayden-Smith. The show regularly drew millions of viewers in its prime and is credited with reshaping teen television in the UK with its honest portrayal of working-class youth in Newcastle.
The release on STV Player aligns with ITV’s wider strategy to leverage its content library across digital platforms, tapping into nostalgia-driven demand while expanding the reach of its streaming services. Simon Pitts, CEO of STV, stated in the announcement: “We’re thrilled to be the home of ‘Byker Grove’ for a whole new generation to discover — and for existing fans to enjoy all over again. The show was genuinely ahead of its time in the way it tackled important issues, and we’re proud to bring it back to audiences via STV Player.”
This initiative also reflects the growing importance of digital back-catalogue exploitation in ITV’s business model. The company has been steadily expanding its streaming footprint, with ITVX — its flagship ad-supported service — reporting over 1.8 billion streams in 2024, a 20% increase year-over-year. Adding “Byker Grove” to STV Player enhances the portfolio of legacy and original content available to viewers while generating new advertising and data opportunities.
ITV’s move comes at a time when broadcasters are increasingly investing in the long tail of their libraries to compete with global streaming giants. By making all episodes of “Byker Grove” available for the first time, ITV and STV are capitalizing on the enduring relevance of the series and its ability to attract both nostalgic viewers and younger audiences discovering the show anew.
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