ITV has confirmed a reduction in the weekly output of its flagship soaps Coronation Street and Emmerdale. The decision follows audience research, which revealed that 30-minute episodes consistently drew higher viewership throughout 2024.
Under the new schedule, set to take effect in 2026, Emmerdale will air Monday to Friday at 8pm, followed by Coronation Street at 8:30pm on the same days. The move comes as rival BBC soap EastEnders secured two spots in the top 10 most-watched episodes of the year.
Several Coronation Street cast members, including Maureen Lipman (Evelyn Plummer) and Kate Ford (Tracy McDonald) are also reportedly being moved to ‘guest contracts’. Additionally, ITV has reportedly axed funding for the annual Christmas party, leaving both on-screen and off-screen staff disgruntled after what has been described as a ‘challenging year’.
As part of the overhaul, both soaps will lose one episode per week, reducing their total weekly output.
Streaming Takes Center Stage
Kevin Lygo, ITV’s Managing Director of Media and Entertainment, said that the changes are driven by viewer preferences. “The new commissioning pattern is viewer-led,” he said. “We already offer more choice than ever through ITVX, and we want to deliver their favourite soaps in the most digestible format. In an era of fierce competition for viewers’ time and attention, we believe this is the optimal number of episodes to keep fans engaged.”
Lygo also highlighted the growing demand for faster-paced storytelling, noting that 30-minute episodes align with streaming habits and audience expectations for quicker plot resolutions. “While viewing on ITVX is growing, a significant portion of our audience still watches via the linear schedule. This new pattern reflects the DNA of the soap genre – nobody does 30-minute drama as successfully as we do,” he added.
Production Halts and Staff Concerns
Filming at both the Leeds and Trafford studios was temporarily suspended today, according to Metro, with staff reportedly informed of the shutdown only yesterday afternoon. A consultation meeting was held to address concerns.
Lygo acknowledged the impact on production teams, stating, “This new pattern will reduce weekly soap output from six hours to five. We are acutely aware of the implications for our colleagues and will work to mitigate the effects as much as possible. These changes are about securing the long-term success of these beloved shows.”
The announcement comes amid reports of a ‘budget crisis’ and a wave of cast departures from both Coronation Street and Emmerdale. Over the past few months, several high-profile stars have either left or announced their exits. Both soaps also failed to crack the Christmas Day Top 10 viewing figures, further underscoring the challenges facing ITV’s once-dominant serial dramas.