Platform continues to dominate as the UK’s #1 Commercial BVOD service; Phenomenal growth in 2025 driven by Drama, Soaps, and Entertainment
ITVX today announced a historic new milestone, surpassing 3 Billion streams for the year to date. The landmark figure was achieved more than three weeks earlier than in 2024 (November 30), a testament to the accelerated growth of ITV’s streaming platform.
The announcement solidifies ITVX’s position as the dominant commercial BVOD Service in the market, having been the Number 1 commercial BVOD* platform every single month of the last two years, outperforming the ad-tiers of every other broadcaster and global streamer.**
ITVX boasts 26,000 hours of free programming with an ever growing catalogue of titles across all genres. In July this year a “Taste of Disney+” joined the service, as a “Taste of ITVX” joined Disney+, featuring a regularly rotating promotional selection of titles which ranged from Only Murders In the Building to The Kardashians.
Kevin Lygo, ITV’s Managing Director of Media and Entertainment said:
“Hitting three billion streams this early in the year is a terrific achievement and proves that ITVX is really delivering for viewers.This milestone—hit three weeks ahead of last year, when we had the Men’s Euros, and before the start of I’m a Celeb… which is always a huge driver—highlights the sheer volume and quality of content we offer for free.
From record-breaking drama and reality series that bring in younger audiences, to a massive uplift in Soaps, ITVX is truly established as the must-watch destination for the biggest and best British TV.”
Genre-by-Genre: The Engine of Growth
The 3 billion stream milestone was powered by exceptional year-on-year growth across nearly all genres, with Soaps (+30%) and Drama (+16%) seeing the largest volumetric growth year on year.
Drama Dominates
Drama remains the biggest genre on ITVX with 859 million streams (+16%). The genre surpassed last year’s record total in just ten months. ITV has delivered 5 of the top 10 dramas of the year across the market, more than any other channel or streamer, thanks to the highly successful “Drama Drop Sundays” strategy, offering audiences a new premium drama boxset every Sunday on the service.
Hit thriller Playing Nice became the second most-watched drama ITVX has ever had, with the final episode alone streamed 6 million times. Furthermore, 45% of viewers who tune in for a Drama Drop Sunday title go on to watch three or more different drama series on the platform.
Reality Resonates with Younger viewers
Reality delivered over half a billion streams this year. Love Island, celebrating 10 years on screen, generated over 200 million streams, with another 100 million for Love Island All Stars, successfully driving younger viewers to ITVX.
Big Brother and The Only Way Is Essex (TOWIE) each saw over 50 million streams, while the brand new show The Princess Diaries became the most watched reality series on the platform after Love Island with 39% of the audience under 35, on ITVX.
Soaps Strategy Pays Off
The successful release strategy for ITV’s continuing dramas continues to pay massive dividends, with Soaps achieving over 400 million streams and seeing the biggest year-on-year increase of all the genres at +30%. In 2025, new episodes of Coronation Street and Emmerdale are available to watch first on ITVX each morning, streaming from 7am ahead of their usual broadcast on ITV1.
Entertainment Excels
The Entertainment genre saw a +16% lift. Britain’s Got Talent was the number one entertainment series on ITVX, securing 24 million streams in the first half of the year, a +19% increase on last year. The popular quiz show The 1% Club continued its strength, nearly doubling its streams year-on-year to 21 million.
The UK’s leading free film library
This year alone, viewers have enjoyed a massive catalogue of over 1,000 films so far, establishing ITVX as a genuine destination for cinematic content. The service has offered a huge breadth of choice in 2025, from iconic franchises like James Bond and Harry Potter to blockbuster hits such as Jurassic World and Star Wars, ensuring the platform delivers high-quality, free movie viewing for every taste. Streams to films in 2025 are up 26% year to date.
Sport Secures Standout Audiences
Live sport continues to attract huge streaming audiences for specific events. The Women’s Euros Semi-Final was ITVX’s biggest sport audience this year, with over 4 million live streams for that single match. The Six Nations also had its best ever year on ITVX with 16 million streams for the 10 matches shown by ITV, up by nearly a quarter (+24%) on last year.
-ENDS-
Notes to Editors:
** Source: BARB (Advantedge/As Viewed), based on 1 minute reach, +16 Adults
