The streaming service has been boosted by a record quarter to soaps Coronation Street and Emmerdale, which have had a strong start to the year, with 124 million streams on ITVX.Viewership to soaps is up 35% on Q1 2024, off the back of strong storylines and the availability of episodes from 7am on the day of broadcast.Entertainment is another big contributor, achieving 133 million streams in Q1, up 22% on last year with Saturday night hits Britain’s Got Talent, The Masked Singer, and The 1% Club all seeing double digit growth on ITVX this year. It has been an incredible quarter for drama with over 300 million streams.Unforgotten is the biggest returning drama on any channel or streaming platform this year, and new dramas Playing Nice and Protection are currently ITVX’s second and third biggest dramas ever, behind only Mr Bates vs The Post Office. Over 50% of the audience watched Playing Nice on ITVX, with 58% choosing the platform for the final 2 episodes.“We have totally transformed our streaming offer with ITVX over the past couple of years, and all our teams internally, alongside the best producers in the business, have helped deliver these brilliant numbers, by producing, promoting and delivering this fantastic content to audiences to stream,” said Kevin Lygo, ITV’s Managing Director of Media and Entertainment.In March, ITV said it is on course to recoup the investment made in ITVX by the end of 2025.
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