ITV’s latest update indicates the broadcaster is pleased with the progress of ITVX. 85% of all adults in the UK are now aware of the service, but ITVX is still dogged by complaints.
Love Island continues to drive viewers to the streaming service. This week’s launch of Love Island series 10 on Monday 5 June, ITVX had 9.2m streams across the whole day, which is a year-on-year increase of 112%. Continuing from Series 9 earlier this year, Love Island has already had 182 million streams in 2023 alone.
Rollout across platforms continues six months after the launch. Last week, LG TVs with Freeview Play gained access to the full ITVX experience with the addition of ITVX live streams.
ITVX stats, six months after launching
- 20,000 hours of content
- Full ITVX experience now on 22 different platforms across smart TVs, mobile devices, consoles and browsers
- 16-34 year olds account for just over a quarter of all streaming hours
- ITV research found awareness of ITVX in April was 85% amongst all adults and 90% amongst its target audience base.
While ITVX is delivering great stats for the broadcaster, social media continues to contain many complaints from users. Complaints include the number of ads (which can be reduced or removed entirely with ITVX Premium) and various technical problems that have blighted some users.
Its predecessor service, ITV Hub, gained a lot of criticism for its various bugs and errors, meaning ITVX had a big hill to climb.
Nevertheless, on Apple’s App Store, ITVX now scores 4.6 stars out of 5. But on Google Play, it only achieves 3.5/5.
Over a billion streams
On Easter Sunday 2023, ITVX officially hit the one billion streams mark, just over four months after the service’s launch on 8th December 2022.
2022 was ITV’s previous most successful year for streaming, when it took nearly seven months to hit the one billion streams mark.
Rufus Radcliffe, Managing Director, Streaming, Interactive & Data ITV, said:
“Like proud new parents, we’re still counting ITVX’s age in months, but it’s testament to the hard work of the team, as well as ITVX’s proliferation across different platforms and devices and the scale and quality of our content, that we’ve achieved so much in a relatively short period of time.”
Marc Thornham