ITVX has registered 40 million users since the revamped streaming service went live last December.
The broadcaster has seen viewing double across all genres with many viewers going on to watch something else on the service.
Since ITVX went live on 8 December 2023 there have been over 2.7 billion streams, a new record for ITV. The Rugby World Cup has been streamed 60 million times, up 80% on the last tournament in 2019.
200 million streams were recorded for 8 out of the past 11 months. Prior to launch, this only happened six times in six years. This suggests that while the streaming tide has been rising, ITV’s marketing campaign for its streaming service, and its exclusive content, has taken it further.
Rufus Radcliffe, MD of Streaming said: “As we approach the first-year milestone of ITVX, it’s important to reflect on the runaway success of the service – and we’re just getting started.
“2024 will see us focus on further increased distribution, even more and improved commercial opportunities, an abundance of regional news offerings and of course even more exclusive, fresh and exciting content for free. Happy 1st birthday ITVX.”
ITVX has mixed on demand content from the ITV family of channels with exclusive content, such as Australian courtroom drama The Twelve, starring Sam Neill, and the first two series of Irvine Welsh’s Crime.
New content is in development for 2024; from January in addition to its established news rail there will be a pop up news service that appears whenever there is a major news story to report on.
Later this month a weekly programme with News at Ten anchor Tom Bradby centred around Prime Minister’s Questions will launch and from January onwards there will be an occasional ‘pop-up news channel’ on ITVX when there’s breaking news to report.
There are also plans for a new pause ad format and new short form advertising opportunities.
