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ITV’s new streaming service has the X factor during first week

ITV reported a 138 per cent increase in streams on ITVX during its first week compared to ITV Hub in 2021

ITV’s new streaming service ITVX attracted 66.5 million streams in the first week after its launch (8th to 14th December) – an increase of 138 per cent compared to the same period last year when ITV Hub had 28 million streams, said the broadcaster.

The launch week included ITV’s biggest-ever day for streaming, with 30 million streams on Saturday 10th December, driven by ITV’s coverage of England v France and Morocco v Portugal.

In total, 2022 is set to be a record year for streaming for ITV, with large livestream audiences for I’m A Celebrity and the World Cup, as well as the relaunch of ITVX.

ITV’s biggest week ever for streaming was 22nd to 28th November, which attracted 106.4 million streams and covered the last week of I’m A Celebrity and 16 World Cup matches, including England v USA.

Rufus Radcliffe, managing director of streaming, interactive and data, said: “ITVX has seen a 138 per cent increase in online viewing compared to the same period last year and it is great to see so many people coming into our brilliant new streaming home.

“Away from live streaming, we are delighted with the reception for our strong slate of commissioned launch titles. It is great to see so many viewers coming from the harder-to-reach audiences that we don’t typically attract to streaming, and that we are aiming to bring in for our exclusive content.”