Lancashire-set drama helps ITV Hub beat January targets by 50%

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by David Prior

The Bay has helped ITV Hub to a 50% boost in its consumption hours in January.

The Lancashire-set drama, produced by Tall Story Pictures, part of ITV Studios, is currently the video-on-demand platform's most popular show across the month with 7 million streams while Finding Alice and World Productions’ The Pembrokeshire Murders have achieved 5.4m and 1.3m streams respectively.

The Bay and Finding Alice were tailored specifically for a VOD audience by being made available for viewers to stream in their entirety, ahead of their weekly transmission.

Other popular programmes included ITV2’s dating show The Cabins, The Masked Singer, Dancing on Ice and The Voice UK.

Rufus Radcliffe, Managing Director, ITV Video on Demand, said: “These figures mark an excellent start to the New Year for the ITV Hub platform, thanks to a strong slate of new programming across our drama and entertainment genres.

"Our drama drop features on The Bay and Finding Alice, allowing our viewers to ‘binge’ watch the dramas in one go, have resonated particularly well, as we continue to embrace the ever changing habits of our audiences.”