Figures for the first month of ITV’s new streaming service ITVX confirm a 55% increase in streaming hours, thanks to the World Cup and exclusive programmes.
The 55% increase covers the period 8th December 2022 – 7th January 2023 versus the same period last year. Excluding football, streaming figures were still up 29% year on year.
Carolyn McCall, ITV CEO, explained that away from live streaming, ITVX was seeing viewers coming to the service from “harder to reach audiences”, although McCall didn’t elaborate further.
McCall added:
“ITVX has also landed really well with advertisers, who see the increased value of the scale and reach of the audience they can now target in a high quality, brand safe and measurable streaming environment,” she noted.
In total, ITVX offers over 15,000 hours of content on its platform. The service was rolled out across devices in the run up to the 8th December launch, but the launch hasn’t been glitch free. Users continue to report issues on social media, including playback problems and crashes.