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Euro 2020, Love Island drive ITV Hub to ‘biggest year yet’

Video on demand service has achieved 1.5 billion streams so far during 2021, up 26 per cent year on year

ITV’s video on demand service ITV Hub is set to have its biggest year yet in 2021, with the number of users increasing by 20 per cent over the course of the year.

The broadcaster added that the Hub has achieved 1.5 billion streams, up 26 per cent year on year. Every month so far in 2021 has posted 100 million streams, and December is on target to do the same, added ITV.

Love Island os the most watched programme on ITV Hub during 2021, with 3.1 million watching the launch episode via the platform, out of a total audience of 5.0 million, while each episode averaged 2.1 million ITV Hub viewers across the series, which was streamed more than 200 million times.

ITV added that Euro 2020 was a huge driver of viewing on ITV Hub, with broadcaster’s matches streamed 68 million times during the tournament, with England v Denmark in particular live-streamed by 1.6 million viewers through the ITV Hub.

Drama series and ITV’s acquisition of Oprah with Harry and Meghan were also audience drivers, with the latter attracting 2.5 million viewers to ITV Hub. The recent Audience with Adele also scored 2.6 million streams.

“2021 has been a terrific year of growth for ITV Hub,” said Rufus Radcliffe, ITV managing director, on demand. “It’s a testament to our fantastic programmes, as well as the improvements were making to the service, that this year is on track on to be our most successful year yet.”