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Manchester United vs Liverpool sets new ITVX domestic football streaming record

ITVX recorded its best ever quarter from January 1 to March 31, 2024 with 896 million streams across the service – an increase of 12% on Q1 last year.

Among the top performers was the FA Cup Quarter Final between Manchester United and Liverpool, which was streamed 6.1m times – a record for a domestic football match on ITVX. Only the matches from the World Cup in 2022 and the Euros in 2021 have had more streams in the football world.

Elsewhere in Sport, the Six Nations was streamed over 16m times, the most ever for the tournament on ITVX, and up by more than 3m streams vs last year.

This follows January’s record breaking month with 328m streams, more than any other month on ITVX or previously on ITV Hub, and February was just behind with 322m.

It was a significant quarter for Drama receiving 273m streams, up by nearly a quarter on this point last year (+24%), with almost 10% of them (24m streams) for New Year hit Mr Bates vs The Post Office setting the pace.

In Reality, new series Love Island All Stars was streamed over 100m times on ITVX this quarter, making it the number one series across all genres this year. Whilst new to ITV, Celebrity Big Brother was streamed 17.5m times.

Olivia Attwood: The Price of Perfection is the biggest factual series on ITVX so far this year. It has been streamed 5.4m times making it ITVX’s biggest ever fact-ent title.

The range of content available on ITVX is also proving popular with viewers, with 88% of viewers who come to watch an original programme going on to watch something else on the service.

Rufus Radcliffe, ITV MD of Streaming said: “We’ve seen an incredible quarter for ITVX, continuing to build on a record breaking month in January. The breadth and variety of our content means that we really do offer something for a wide range of viewers and the continuing success of ITVX is testament to the work the teams across sectors from editorial to technology have put in.”

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