ITV confirms streaming service received its one billionth streaming request over Easter, thanks to popular streaming-first dramas.
The milestone was reached on Easter Sunday, just over four months since the service officially launched on 8th December 2022.
Gripping dramas The Twelve, Without Sin and A Spy Among Friends have been the top performing ITVX premieres in the period. ITV says the dramas have help to attract “harder to reach” audiences to ITVX.
80% of audiences who have watched ITVX premieres, including titles like Nolly and Litvinenko, starring David Tennant (pictured above) have gone on to watch other content on ITVX.
▶ Most popular drama from the ITVX archive
- Footballers Wives (top UK drama)
- One Tree Hill (top US drama)
▶ The most watched film on ITVX
- Love Actually
▶ Most popular FAST channel
Streaming channels available in the ‘live’ tab of ITVX
- The Chase
Most popular titles since the official launch date (8th Dec 2022)
In March 2023 alone, there were 282 million streams, up by more than 100 million a year.
But ITV, in line with other broadcasters, hasn’t define how they count a stream – i.e. for how many seconds/minutes does a user need to stream a programme before it is counted?
Heavy promotion for the service has helped raise brand awareness of ITVX ahead of Disney+ and All4, according to ITV.
Marc Thornham