ITVX, the UK’s newest streaming service, is basking in the glory of a triumphant six months since its introduction in December 2022.
With its complete range of Premium content now available on more than 22 different platforms, including smart TVs, mobile devices, consoles, and browsers, ITVX has solidified its presence in the streaming landscape. Notable platforms hosting ITVX include Amazon Fire, Android, Apple, Freesat, Freeview Play, LG and Samsung TVs, Sky, Virgin Media, and the recent addition of ITVX on Sky Q boxes, marking a fresh platform for ITV.
Expanding its accessibility further, ITVX recently introduced live and FAST channels on LG devices via Freeview Play, bringing live ITV content to a broader audience.
A significant milestone for ITVX was witnessed earlier this week during the launch of the tenth season of Love Island on Monday, June 5. The show garnered a staggering 9.2 million streams throughout the day, showcasing a remarkable year-on-year increase of 112%. Building upon the success of Series 9 earlier this year, Love Island has already amassed an impressive 182 million streams in 2023 alone.
ITVX boasts an extensive library comprising 20,000 hours of commissioned and acquired UK and US series, single episode shows, and films spanning various genres. Ranging from short-form content to FAST channels and everything in between, ITVX consistently offers exclusive releases every week. This wide variety of content has resonated strongly with viewers, with ITVX’s awareness among all adults reaching 85% in April, and a remarkable 90% among the desired target of lighter viewers.
In the first quarter of 2023 alone, ITVX played a pivotal role in driving a 49% surge in streaming hours for ITV, with over a quarter of ITVX’s streaming hours attributed to viewers aged 16 to 34. Alongside Love Island, this younger demographic has also indulged in catching up on ITV classics through ITVX, with 25% of Broadchurch’s streaming hours originating from 16 to 34-year-olds, as well as 35% of Bad Girls and an impressive 37% of Footballers Wives. American boxsets have proven to be a hit as well, with 47% of The O.C.’s streaming hours originating from 16 to 34-year-olds, along with 52% for The Vampire Diaries and an astonishing 59% for One Tree Hill.
Celebrations were in order on Easter Sunday 2023 as ITVX surpassed the one billion streams milestone, accomplishing this feat just over four months after its launch on December 8th, 2022. Notably, 2022 marked ITV’s previous most successful year for streaming, taking nearly seven months to achieve the one billion streams mark.
Rufus Radcliffe, the Managing Director of Streaming, Interactive & Data at ITV, expressed his delight and credited the hard work of the team, ITVX’s broad availability across platforms and devices, and the sheer scale and quality of the content for the remarkable achievements within a relatively short period of time.
“Like proud new parents, we’re still counting ITVX’s age in months, but it’s a testament to the hard work of the team, as well as ITVX’s proliferation across different platforms and devices and the scale and quality of our content, that we’ve achieved so much in a relatively short period of time,” stated Rufus Radcliffe.
ITVX’s rapid rise and substantial streaming figures demonstrate the streaming service’s impact and growing influence within the UK entertainment landscape. With its expanding library and commitment to providing diverse and engaging content, ITVX appears poised for continued success in the months and years ahead.