Streaming success for ITVX

From Love Island to Emmerdale, ITVX is streaming successes…

“ITVX has achieved a record-breaking billion streams in a quarter for the first time ever, thanks to standout performances across the genres.” – ITV

Entertainment is a big contributor, achieving 133 million streams in the first quater of 2025, 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.

Drama has seen a boon with over 300 million streams. ITVX is offering a popular destination for the genre, powered by their 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 STV – and premium acquired titles.

The Masked Singer

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.

While a lot of viewers are concerned about the quality and content of the ITV soap operas in recent times, there is no deying they’re still way ahead of rival soaps when it comes to viewers tuning in, and this extends to their streeaming offering.

Coronation Street and Emmerdale have had a strong start to the year on ITVX, with 124 million streams. ITV notes that ‘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.’

And there’s been plenty for sports fans with ITV and ITVX playing 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.

Emmerdale

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 the first quarter of this year, in terms of audience profile, followed by Olivia’s Attwood’s Getting Filthy Rich and RTS and BAFTA nominated comedy, G’Wed.

Kevin Lygo, ITV’s Managing Director of Media and Entertainment: 

“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.”