ITVX has achieved two key milestones, reaching 2 billion streams since in launch in December 2022 and winning the UK’s Best On Demand Service at the Edinburgh TV Awards.
ITV says 2022 was its previous most successful year for streaming with 1.9 billion streams across the whole 12 months. ITVX reached 1 billion streams on Easter Sunday this year.
In being awarded Best On Demand Service at the Edinburgh TV Awards, it beat BBC iPlayer, Channel 4 Streaming, NOW and STV Player.
From January to June this year, ITVX attracted more viewers with monthly active users (MAU’s) up 29% year on year to 12.5 million and up 19% since year end. The new service is also attracting light viewers, its target audience, with viewing in that specific demo up 93% across the first six months in 2023.
And viewers are staying on ITVX for longer with streaming hours up 33% to 737 million hours and a 22% increase in dwell time in the same period. Plus, 86% of those viewers who came into ITVX to watch an exclusive went on to watch other content on the platform in the first six months of this year.
Since ITVX achieved its first billion streams, ITVX premieres including Six Four and Vanishing Act have brought in millions more streams and so far this year, Love Island has been streamed more than 335 million times. The recent FIFA Women’s World Cup is ITVX’s most watched sport since April with 15 million streams and last month’s Tour de France was streamed over 5 million times, a 34% increase on last year.
ITVX’s recent focus on comedy has seen streams to the genre increase by +85% compared to last year, with the most streamed series being Alan Carr’s Changing Ends. Comedy 24/7 was one of ITVX’s most watched fast channels over the past four months, whilst the Midsomer Murders fast channel is currently in first place.