ITVX Hits Record One Billion Streams in First Quarter

LONDON, England – ITVX has achieved a milestone in streaming, surpassing one billion streams in the first quarter of 2025, aided by strong performances from its flagship shows. The major boost came from the network’s popular soaps, Coronation Street and Emmerdale, which together garnered 124 million streams this quarter, marking a 35% increase compared to the same period last year.

This surge in viewership is attributed to engaging storylines and the strategic decision to make episodes available for streaming at 7 a.m., prior to their evening television broadcasts. Kevin Lygo, ITV’s Managing Director of Media and Entertainment, remarked, “New high-quality drama, week in week out, alongside the best Saturday night entertainment and prime sporting events, has drawn audiences because of the breadth of our offering.”

In addition to soaps, ITVX’s entertainment lineup saw significant viewer engagement, totaling 133 million streams in Q1 2025, up 22% year over year. Popular shows like Britain’s Got Talent, The Masked Singer, and The 1% Club all contributed to this growth. Saturday night entertainment, in particular, has proven a vital component of ITVX’s success.

Drama content has thrived on the platform as well, amassing more than 300 million streams this quarter alone. ITVX’s New Drama Sundays initiative, which showcases a fresh drama box set each week, has positioned the platform as a key player in the genre. Among the standout titles, the series Unforgotten has become the biggest returning drama across all channels.

New dramas such as Playing Nice and Protection are also climbing the ranks, becoming ITVX’s second and third-most popular dramas, respectively. Data indicates over 50% of viewers chose to watch Playing Nice on ITVX, with 58% tuning in for the final two episodes of the series.

ITV and ITVX have also attained record viewership for live sports, with high-profile matches in the Six Nations and the FA Cup attracting over 6 million viewers, showcasing the platform’s expansive reach across various genres. The recent return of Love Island All Stars emerged as ITVX’s biggest single title of the year, amassing over 100 million streams.

Lygo emphasized the transformative journey ITVX has undertaken in recent years, stating, “We have totally transformed our streaming offer with ITVX, and all our teams, alongside the best producers in the business, have helped deliver these brilliant numbers.” He reiterated the importance of diverse content in achieving this record-breaking quarter. All titles mentioned are currently available for streaming on ITVX, continuing to attract new audiences across the platform.