ITVX will celebrate its second anniversary on December 2 with a 35% in viewing hours over the two years since it replaced ITV Hub.The streaming service says it is ahead of BBC iPlayer, Netflix, Disney+, Channel 4 and Amazon Prime after success with ITV’s coverage of England vs The Netherlands in Euro 2024, and Mr Bates vs The Post Office.“Two years on, ITVX is now firmly established as a superior streaming destination, for a wealth of must-watch content,” said Kevin Lygo, ITV’s Managing Director of Media and Entertainment said:“There will be countless lists this month on the shows of the year, but let me say this ahead of them – in terms of the most talked about programming, that resonated with the largest volume of UK viewers in 2024 – ITV has been the market leader. Mr Bates vs The Post Office is the most watched UK drama of 2024, bigger than anything on any other channel or streamer. And when England defeated The Netherlands to make it into the Euro 2024 final, our coverage peaked with 21.6 million viewers, that’s the biggest sporting audience of the year.”In the two years since launch ITVX has had 6 billion streams, growth of 77% versus the two years prior to launch.Live sport has delivered some of ITVX’s biggest audiences – with ITVX’s five biggest sporting events, three Euro 2024 matches and one 2022 World Cup audience, attracting nearly 70 million streams combined. The 25 Euro 2024 matches on ITVX this summer attracted 133 million streams.To date drama has been the biggest genre on ITVX, accounting for 1.5 billion streams. Red Eye, After The Flood, Trigger Point, The Long Shadow, Joan, Until I Kill You as well as Mr Bates vs The Post Office have all been popular streaming choices, for all these titles more than 40% of their total audience has come from streams through ITVX.In 2024, ITV began making major commissioned dramas available in the early morning on ITVX, ahead of their broadcast on ITV1 in the evening.Reality is another huge genre in streaming and since ITVX’s launch Love Island has delivered a massive 640 million streams.With 100 million streams to its catalogue on ITVX, The Only Way is Essex is another reality top performer, alongside Big Brother, which since coming to ITV in 2023 has also amassed 100 million streams, including streams to Celebrity Big Brother and Big Brother: Late and Live.Streams to the dedicated news service on ITVX are up 29% year on year, with ITVX News attracting half a billion streams since launch.
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