ITVX, the streaming platform backed by ITV, has achieved a remarkable milestone by reaching 2 billion streams since its official launch in December 2022.

ITVX significant improvements

This performance represents a significant improvement compared to ITV’s streaming numbers before the introduction of ITVX. Throughout 2022, the UK commercial broadcaster managed to accumulate 1.9 billion streams over the entire year.

Analyzing the data in a year-over-year context, ITVX garnered 29% more monthly active users (MAUs) from January to June compared to ITV’s previous streaming arrangements. This amounted to a total of 12.5 million users.

Notably, the new service has successfully captured the attention of light TV viewers, a crucial target demographic for ITV. In the first half of 2023, viewership within this specific group surged by an impressive 93%.

ITV reported that viewers are spending more time on the ITVX platform, evident by a 33% increase in streaming hours, totaling 737 million hours, and a 22% rise in dwell time during the same period.

Since ITVX’s achievement of its first billion streams during Easter 2023, the platform’s premieres, including shows like Six Four and Vanishing Act, have generated millions of additional streams. Furthermore, Love Island has been a standout hit this year, with over 335 million streams.

In the realm of sports content, the FIFA Women’s World Cup holds the title of ITVX’s most-watched sporting event since April, amassing an impressive 15 million streams. The Tour de France also experienced a surge in popularity, with 5 million streams—a notable 34% increase compared to the previous year.

ITV has demonstrated a substantial commitment to driving ITVX’s growth through investments in drama content. Upcoming scripted highlights include the psychological drama Love & Death, a biographical series on Cary Grant titled Archie, and a period drama titled The Winter King. Notably, Big Brother is set to make its debut on ITV this autumn and will play a prominent role in the ITVX content lineup.