Northern soaps Corrie and Emmerdale led the pack as a host of Northern-produced shows helped ITVX achieve a record-breaking billion streams in a quarter for the first time ever.
Coronation Street and Emmerdale had a particularly strong start to the year, with 124 million streams on ITVX between them. Soap viewing is up +35% on Q1 2024, off the back of strong storylines and making episodes available from 7am to stream, ahead of their evening broadcast.
Entertainment was another big contributor, achieving 133 million streams in Q1, up 22% on last year with Saturday night hits Britain’s Got Talent, which held all of this year’s auditions in Blackpool, and dock 10-produced The 1% Club seeing double digit growth on ITVX this year.
It has been an incredible quarter for drama too with over 300 million streams. ITVX is now a real destination for the genre, powered by the New Drama Sundays strategy, which brings audiences a fresh new drama boxset every Sunday, a mixture of commissioned content (which also airs on ITV1), and premium acquired titles.
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Merseyside crime drama Protection is currently ITVX’s third biggest dramas ever, behind only the North Wales-based Liverpool native Mr Bates – Mr Bates vs The Post Office retains top spot over a year after release.
ITV and ITVX have played host to some of the biggest TV sport audiences of 2025 to date, including the biggest match of the Six Nations, England’s game against France, as well as the Calcutta Cup (England vs Scotland) both peaking with over 6 million viewers, and the biggest upset in the FA Cup this season with Plymouth taking out Liverpool.
From Reality, the return of Love Island All Stars is ITVX’s biggest single title this year with over 100 million streams.
BAFTA nominated scouse comedy, G’Wed, meanwhile is the streamer’s third best performing commissioned programme for 16-34 audiences in Q1.
Kevin Lygo, ITV’s Managing Director of Media and Entertainment said: “New high quality drama, week in week out, the best Saturday Night Entertainment, big live sporting events, our soaps on great form and more – it’s the breadth of our offering to audiences, in key genres, that has driven this record quarter.
“We have totally transformed our streaming offer with ITVX over the past couple of years, and all our teams internally, alongside the best producers in the business, have helped deliver these brilliant numbers, by producing, promoting and delivering this fantastic content to audiences to stream.”
