ITVX Breaks Streaming Records with 3 Billion Streams

ITVX has announced a groundbreaking achievement, surpassing 3 billion streams in 2025. This milestone was reached more than three weeks earlier than in 2024, underscoring the impressive growth of the platform. ITVX continues to be the leading commercial Broadcaster Video on Demand (BVOD) service in the UK, having maintained the top position for two consecutive years.

Significant Streaming Growth

The early achievement of 3 billion streams enhances ITVX’s reputation as the dominant BVOD service. In July 2025, the service partnered with Disney+ for a promotional exchange, showcasing a variety of popular titles such as “Only Murders In the Building” and “The Kardashians.” ITV’s Managing Director of Media and Entertainment, Kevin Lygo, noted this achievement emphasizes the volume and quality of content available for free on ITVX.

Genre Breakdown of Streaming Trends

The platform’s growth can be attributed to its diverse content across various genres. Here’s a breakdown of performance across key categories:

• Drama: 859 million streams (+16% year-on-year), featuring 5 of the top 10 dramas in the market.
• Reality: Over half a billion streams, with “Love Island” contributing over 200 million streams.
• Soaps: Achieved over 400 million streams, marking a remarkable +30% increase year-on-year.
• Entertainment: Saw a +16% rise, with “Britain’s Got Talent” leading with 24 million streams in the first half of the year.

Highlights from Key Genres

Drama Dominance

Drama remains ITVX’s most popular category, with significant viewer engagement. The innovative “Drama Drop Sundays” strategy allows viewers to access a new premium drama series weekly. Noteworthy titles include “Playing Nice,” which was streamed 6 million times for its final episode alone.

Reality Success

Reality TV has also thrived on ITVX. “Love Island,” now in its tenth season, and “Love Island All Stars” collectively amassed over 300 million streams. The newly introduced “The Princess Diaries” has captured a younger audience, with 39% of its viewers under 35.

Soaps Strategy

ITV’s soap operas, including “Coronation Street” and “Emmerdale,” now debut episodes on ITVX every morning, generating significant viewer interest and achieving 400 million streams.

Entertainment Achievements

The entertainment sector has seen notable success. “The 1% Club” nearly doubled its streams year-on-year, while overall streaming for entertainment increased by 16% in 2025.

Cinematic Offerings

This year, ITVX has provided access to over 1,000 films, ranging from iconic franchises like James Bond to blockbuster hits like “Jurassic World.” Film streams are up by 26% year to date, solidifying ITVX’s status as a prime destination for movie lovers.

Live Sports Streaming

Live sports have attracted considerable audiences, with significant events drawing millions of streams. Notably, the Women’s Euros Semi-Final recorded over 4 million live streams, and the Six Nations rugby series achieved a record 16 million streams for its matches, marking a 24% increase from the previous year.

As ITVX continues to expand its offerings and attract viewers, it remains a key player in the streaming landscape, revolutionizing how audiences experience British television.