ITVX has announced that it has passed 2024’s record annual streams figure in just 11 months this year, with all of December’s viewing still to be counted.
ITVX hit 3.3 billion streams on November 30th, achieving the figure a full month earlier than 2024, all the more impressive given 2024 was the year that saw 15 million people watching Mr Bates vs The Post Office at New Year, ITV’s most watched drama since records began, and over 21 million tuning in to see England beat the Netherlands to make it into the Euro 2024 final.
The growth cements ITVX’s place as the dominant commercial Broadcaster Video-on-Demand (BVOD) service in the market, continuing to outperform the ad-tiers of all other domestic and global streamers in the UK, based on BARB’s one-minute reach data.
Since launch, ITVX viewer hours have grown at a faster rate than its key commercial BVOD competitors combined, with a compound growth rate of 25% compared to key commercial BVOD competitors combined at 16%.
2025’s biggest hits
Reality has been a big driver of success in 2025, particularly this year’s I’m A Celebrity Get Me Out Here! which has been a huge hit with younger audiences, attracting its biggest 16-34 profile since 2020, when the coronavirus pandemic and lockdowns boosted viewing across the board.
Streams to this year’s I’m A Celebrity stand at 95 million, a 24% increase year on year, with increasing numbers of younger viewers coming in boosting the streaming audience year on year. The series tops the charts as one of the most popular programmes of 2025 for younger audiences, with the launch show attracting 2.7 million 16-34s, over a million more 16-34s than the next nearest commercial competitor programme.***
Love Island and The Only Way is Essex continue to be top drivers of streams with their combined catalogues and new series attracting just under 400 million streams in 2025.
ITVX’s successful “Drama Drop Sundays” strategy, offering audiences a new drama boxset every Sunday on the service, has also played a major role in powering the impressive gains year on year.
Of the 3.3 billion streams ITVX has attracted so far this year, nearly a billion of those are to drama (917 million) – a testament to ITVX’s market leading collection of commissioned and acquired series.
ITVX’s drama slate success is led by UK-commissioned dramas Playing Nice, Protection, Unforgotten, Code of Silence and Trigger Point which are amongst the top performing scripted titles on any platform in 2025, all generating over 20 million streams. The impressive scripted collection on ITVX also spans ITV drama from across the decades as well as an expertly curated array of acquired titles, from hit US shows, to free-to-air premieres of series which have only previously been available to paying subscribers on other platforms.
Soaps Coronation Street and Emmerdale have now attracted nearly 500 million streams between them in 2025, up by 30% year on year. Yorkshire’s most famous TV village is now a top destination on the service, with Emmerdale becoming the most streamed title on ITVX year-to-date, alongside Love Island.
Film streams have already exceeded last year’s full year total, and are currently up +26% on last year. A new ad campaign with some of ITV’s biggest stars donning their Christmas hats to play charades showcases some of the top titles on offer to watch and stream completely free across ITV and ITVX. From Love Actually and Red One to Batman, Jurassic World: Dominion and Ghostbusters, viewers can also enjoy The Grinch, How To Train Your Dragon, It’s a Wonderful Life, Top Gun and literally hundreds more this Christmas.
Lucy Letby: Beyond Reasonable Doubt ranks as ITVX’s most streamed current affairs film of the year. Meanwhile, ITV’s News offering continues to grow on ITVX, with News and Current Affairs streaming hours up +11% year on year.
Kevin Lygo, managing director of media and entertainment said: “ITVX continues to go from strength to strength, and to surpass our full-year streaming record from 2024 in just eleven months is an extraordinary achievement. It’s clear that our strategy of investing in must-see content is paying off, with phenomenal success across our market-leading drama slate, record-breaking reality TV, and the enduring popularity of our soaps. Achieving nearly 10 billion streams since launch with continued accelerated growth solidifies ITVX’s position as the dominant commercial BVOD streaming service in the UK.”
