ITVX CELEBRATES ANNUAL STREAMING RECORD DURING 2025

ITVX has announced a significant new milestone, that it surpassed its total annual streams figure from 2024 in eleven months, with December viewing still to be counted.

ITVX hit 3.3 billion streams on November 30th, achieving this figure a full month earlier than 2024, all the more impressive given 2024 was the year that saw 15 million people watching Mr Bates vs The Post Office, ITV’s most watched drama since records go back and over 21 million tuning in to see England beat the Netherlands to make it into the Euro 2024 final.

The accelerated growth further evidences ITVX’s success as the dominant commercial Broadcaster Video-on-Demand (BVOD) service in the market, continuing to outperform the ad-tiers of all other domestic and global streamers in the UK.

Reality has been a big driver of success in 2025, particularly this year’s I’m A Celebrity Get Me Out Here! which has been a huge hit with younger audiences, attracting its biggest 16-34 profile since 2020, when the coronavirus pandemic and lockdowns boosted viewing across the board.

Streams to this year’s I’m A Celebrity stand at 95 million, a 24% increase year on year, with increasing numbers of younger viewers coming in boosting the streaming audience year on year. The series tops the charts as one of the most popular programmes of 2025 for younger audiences, with the launch show attracting 2.7 million 16-34s, over a million more 16-34s than the next nearest commercial competitor programme.

Love Island and The Only Way is Essex continue to be top drivers of streams with their combined catalogues and new series attracting just under 400 million streams in 2025.

ITVX’s drama slate success is led by UK commissioned dramas Playing Nice, Protection, Unforgotten, Code of Silence and Trigger Point which are amongst the top performing scripted titles on any platform in 2025, all generating over 20 million streams.

ITV’s soaps Coronation Street and Emmerdale have now attracted nearly 500 million streams between them in 2025, up by 30% year on year. Moving up alongside sun drenched Mallorca, it’s Yorkshire’s most famous TV village that is now also a top destination on the service, with Emmerdale becoming the most streamed title on ITVX  year to date, alongside Love Island.

Lucy Letby: Beyond Reasonable Doubt ranks as ITVX’s most streamed current affairs film of the year. Meanwhile, ITV's News offering continues to grow on ITVX, with News and Current Affairs streaming hours up +11% year on year. 

Kevin Lygo, Managing Director of Media and Entertainment said: “ITVX continues to go from strength to strength, and to surpass our full-year streaming record from 2024 in just eleven months is an extraordinary achievement. It’s clear that our strategy of investing in must-see content is paying off, with phenomenal success across our market-leading drama slate, record-breaking reality TV, and the enduring popularity of our soaps. Achieving nearly 10 billion streams since launch with continued accelerated growth solidifies ITVX’s position as the dominant commercial BVOD streaming service in the UK.”

All titles mentioned are available to stream now on ITVX.