The week of November 22 was delivered ITV’s biggest week ever for streaming as the broadcaster closes in on a record year.
The week between 22 and 28 November attracted 106.4 million streams and covered the last week of I’m A Celebrity and 16 World Cup matches, including England v USA.
ITVX, ITV’s newly launched, free streaming service attracted 66.5 million streams in the first week after its launch (8 – 14 December) – an increase of 138% compared to the same period last year when ITV Hub had 28 million streams. The World Cup – moved from its summer home to the middle of the pre-Christmas schedule – from a major contributor. However, cold war drama A Spy Among Friends starring Damian Lewis and Guy Pearce, which has performed well bringing new and light viewers to ITV.
The launch week included ITV’s biggest ever day for streaming, with 30 million streams on Saturday 10 December, driven by ITV’s coverage of England v France and Morocco v Portugal.
Around 2 million more registered users had signed up to the service, since the roll out began in November.
“ITVX has seen a 138% increase in online viewing compared to the same period last year and it is great to see so many people coming into our brilliant new streaming home,” said Rufus Radcliffe, the Managing Director of Streaming, Interactive & Data. “The football has been a big part of that but even if you take out exceptional programmes like I’m A Celebrity and the World Cup our underlying viewing during the week was up 56% year on year.”
Earlier this year, ITV enjoyed its biggest ever year for streams of Love Island (273 million +28%), I’m a Celebrity was up 156% at 57 million, while 309 million drama streams represented a 30% increase on 2021.
