ITVX has announced record streaming figures. Surpassing its total annual figure for 2024 in just 11 months, ITVX achieved 3.3 billion streams on November 30th with December still to be counted.
The numbers evidence the streamer’s position as the UK’s dominant Broadcaster Video on Demand (BVoD) service, outperforming the ad tiers of all other domestic and global streamers, said the company. ITVX has grown at a faster rate than its competitors since launch, with its compound growth rate of 25 per cent ahead of of combined commercial BVoD provider growth at 16 per cent.
Drama programming accounts for almost a billion of its streams (917 million) with the streamer’s “Drama Drop Sundays” strategy a key driver. Reality TV shows such as I’m A Celebrity Get Me Out Here! also contributed to the strong figures. Younger audiences bolstered the numbers with the show’s launch attracting 2.7 million 16-34s, over a million more than the next nearest commercial competitor programme.
Soaps including Emmerdale and Coronation Street were up by 30 per cent year on year, attracting almost 500 million streams between them. Film streams also showed an annual increase, with ITVX reporting a 26 per cent rise over last year, and with ITV News expanding across the service, news and current affairs programming grew by 11 per cent across the period.
Kevin Lygo, managing director of media and entertainment at ITVX, commented, “ITVX continues to go from strength to strength, and to surpass our full-year streaming record from 2024 in just eleven months is an extraordinary achievement. It’s clear that our strategy of investing in must-see content is paying off, with phenomenal success across our market-leading drama slate, record-breaking reality TV, and the enduring popularity of our soaps. Achieving nearly 10 billion streams since launch with continued accelerated growth solidifies ITVX’s position as the dominant commercial BVoD streaming service in the UK.”
