ITV’s streaming service ITVX has already beaten its 2024 annual streaming total, passing 3.3 billion streams by 30 November with a month of viewing still to come.
The platform reached the figure a full month earlier than in 2024, when ITVX finished the year on 3.3 billion streams, underlining ITV’s claim that it remains the UK’s leading commercial BVOD (broadcaster video on demand) service and that its viewer hours are growing faster than those of rival commercial BVOD platforms combined. According to ITV, ITVX’s compound growth rate in viewer hours since launch stands at 25%, compared to 16% for key commercial BVOD competitors.
In November, Broadband TV News reported that ITVX had already passed the 3 billion streams mark more than three weeks earlier than in 2024, driven by drama, soaps and reality.
Reality has continued to be a key driver in 2025. I’m A Celebrity…Get Me Out Of Here! has delivered its strongest 16–34 audience profile since 2020, with around 95 million streams so far this year – up 24% year on year – and a launch that ITV says outperformed rival entertainment shows for young viewers. Love Island and The Only Way Is Essex together account for just under 400 million streams across their catalogues and new series.
Drama remains ITVX’s largest single genre, accounting for 917 million of this year’s 3.3 billion streams to date. ITV has highlighted “Drama Drop Sundays” release pattern – a new drama boxset every Sunday – and a slate of UK originals including Playing Nice, Protection, Unforgotten, Code of Silence and Trigger Point, all of which have generated more than 20 million streams each.
Coronation Street and Emmerdale have collectively attracted nearly 500 million streams in 2025, up 30% year on year, with ITV positioning Emmerdale as one of the most-streamed titles on the service alongside Love Island. Film viewing is also ahead of last year, with streams up 26% and ITV leaning into a broad free movie offer for Christmas, spanning titles from Love Actually and Red One to Jurassic World: Dominion and Top Gun.
ITV says news and current affairs are also growing on the platform, with streaming hours for those genres up 11% year on year. Lucy Letby: Beyond Reasonable Doubt is the most-streamed current affairs film on ITVX this year.
Kevin Lygo, Managing Director of Media and Entertainment, said the streamer was “going from strength to strength”, adding that hitting almost 10 billion streams since launch and continuing to accelerate growth “solidifies ITVX’s position as the dominant commercial BVOD streaming service in the UK”.
