For the first year after the launch of ITVX, the number of stream requests flatlined at around 1 billion streams every four months. That’s starting to change.
- Celebrity Big Brother, Six Nations Rugby and Mr Bates draw in the masses
- Strong performance in January and February, but ITVX viewing requests slumped in March.
During the first three months of 2024, ITVX recorded a total of 896 million streams, up 12% year-on-year.
The record builds on January’s record breaking month, when the streaming service received 328 million streams. In February, ITVX received 322 million stream requests.
But, showing how difficult it is to keep viewers attracted to streaming services, ITVX slumped in March to just 246 million streams, despite strong demand for its Oscar coverage.
Since launching in December 2022, ITVX has recorded around 1 billion streams every four months. That trend remained stable throughout 2023 implying streaming requests were stagnating at that level. Achieving nearly a billion streams within a three month period indicates ITVX is at least starting to see some growth in streaming figures.
And in a development that will please ITV bosses, 88% of viewers who come to watch an original programme on ITVX go on to watch something else on the service.
Most watched
Love Island All Stars (100 million streams, all episodes culminative)
Mr Bates v The Post Office (24 million streams, all episodes culminative)
Celebrity Big Brother (17.5 million streams, all episodes culminative)
Six Nations Rugby (16 million streams, all matches culminative)
Corporate comment
Rufus Radcliffe, ITV MD of Streaming, commented:
“We’ve seen an incredible quarter for ITVX, continuing to build on a record breaking month in January. The breadth and variety of our content means that we really do offer something for a wide range of viewers and the continuing success of ITVX is testament to the work the teams across sectors from editorial to technology have put in.”
Marc Thornham