ITVX has delivered its strongest February performance to date, following what ITV describes as the platform’s biggest ever month of streaming in January.
The broadcaster said the ad-supported platform attracted 377 million streams between 1 and 28 February 2026, building on January’s record 383 million streams – the highest monthly total since ITVX launched.
Reality programming was the main driver of growth. Viewers streamed 42 million hours of reality content during the month, up by nearly 13 million hours compared with February 2025.
Love Island: All Stars continued the dominance it established at the start of the year, generating more than 100 million streams across the series. On 23 February, when the Love Island: All Stars final streamed alongside the boxset launch of new drama The Lady, ITVX recorded its biggest day of the year so far with 16 million streams.
Other reality titles also performed strongly, including Olivia Attwood: Getting Filthy Rich, which delivered 9.3 million streams.
Drama remained another key driver of engagement. Espionage thriller Betrayal, starring Shaun Evans and Romola Garai, was the most-streamed commissioned drama of the month with 10.8 million streams.
Among acquisitions, the true-crime series Devil in Disguise: John Wayne Gacy led the category with 10.4 million streams.
Live content also contributed significantly to viewing. ITVX has recorded 9.1 million streams across the first 6 matches of the 2026 Six Nations Championship shown on the platform.
Entertainment programming continues to perform strongly behind reality and drama, with titles including The 1% Club, The Masked Singer and Britain’s Got Talent among the most-watched shows.
The Brit Awards also saw strong digital engagement. Streams to The Brit Awards 2026 and the accompanying highlights programme increased 67% year-on-year, while the ceremony remained the most-watched awards show on television among 16–34s.
Outside reality programming, Good Morning Britain delivered the largest year-on-year growth in individual programme streams, with viewing up 19% in February.
ITV says product upgrades are also contributing to viewing growth. Recent additions include an Actor Search function to help users discover titles featuring specific performers, expanded Continue Watching availability across partner devices, and thumbnail scrubbing on mobile to improve navigation while fast-forwarding or rewinding.
ITVX recently passed the milestone of 10 billion streams since launch and, according to ITV, continues to outperform the advertising tiers of rival broadcaster and global streaming platforms in the UK.
