ITVX has achieved a record-breaking billion streams in a quarter for the first time ever, thanks to standout performances across the genres. ITV’s soaps "Coronation Street" and "Emmerdale" have had a strong start to the year, with 124 million streams on ITVX. Soap viewing is up +35% on Q1 2024, off the back of strong storylines and making episodes available from 7am to stream, ahead of their evening broadcast.
Kevin Lygo, ITV’s Managing Director of Media and Entertainment said: “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."
Entertainment is another big contributor, achieving 133 million streams in Q1, up 22% on last year with Saturday night hits "Britain’s Got Talent," "The Masked Singer," and "The 1% Club" all seeing double digit growth on ITVX this year.
It has been an incredible quarter for drama with over 300 million streams, powered by 'New Drama Sundays' strategy, which brings audiences a fresh 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% of the audience watched "Playing Nice" on ITVX, with 58% choosing the platform for the final 2 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, as well as the "Calcutta Cup" (England vs Scotland) both peaking with over 6 million viewers, and the biggest upset in the FA Cup this season with Plymouth taking out Liverpool.
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."