Broadcasters currently trying to out-do each other with new on-demand records being broken.
ITV says the ITV Hub has exceeded its targets for January 2021 across both consumption hours and monthly active users.
The broadcaster indicated that the boost was helped by the decision to make The Bay and Finding Alice available in their entirety before being broadcast on regular linear TV.
The Bay, produced by Tall Story Pictures, was ITV Hub’s most popular show across the month with 7 million streams. Meanwhile, Finding Alice and World Productions’ The Pembrokeshire Murders meanwhile have achieved 5.4 million streams and 1.3 million streams respectively.
January has also proved successful for the ITV Hub’s entertainment offering. ITV2’s dating show The Cabins, produced by ITV Studios label 12 Yard, came fourth with 1.6 million streams. The Masked Singer and ITV Studios Entertainment’s Dancing on Ice and The Voice UK also feature in the top ten.
Rufus Radcliffe, Managing Director, ITV Video on Demand, said:
“These figures mark an excellent start to the New Year for the ITV Hub platform, thanks to a strong slate of new programming across our drama and entertainment genres. Our drama drop features on The Bay and Finding Alice, allowing our viewers to ‘binge’ watch the dramas in one go, have resonated particularly well, as we continue to embrace the ever changing habits of our audiences.”
ITV reported that overall, ITV Hub’s consumption hours rose by over 50% above its estimations for January. Monthly active users were more than 15% above internally projected targets. It’s not known if ITV targets for January 2021 were set before or after lockdown rules were tightened, which will have had an impact on a rather captive audience. It hasn’t provided a more detailed breakdown.
The BBC, Netflix and Channel 4 have all recently announced high usage levels of their on-demand services.
[ITV Press Centre]