The World Cup helped ITV’s relaunched streaming service, ITVX, achieve a strong debut month.
ITV reported a 55% increase in streaming hours for ITVX in the first month after its launch (8 December 2022 - 7 January 2023) compared to the same period last year for ITV Hub.
During the launch month ITV’s online users increased by 65% compared to the same period last year.
ITV said that the latter stages of the World Cup were big draws while ITVX’s new exclusive content also performed strongly, attracting new and light viewers to ITV.
Excluding the football, ITV’s underlying streaming viewing during the month was up 29% year on year.
Read more ITVX: From Broadcast to Streaming
Carolyn McCall, ITV CEO, said that the service continued to see strong year on year growth in January. “Away from live streaming, viewers have welcomed our strong slate of commissioned launch titles exclusive to ITVX, with many viewers coming from harder to reach audiences. With over 15,000 hours of programming and films on ITVX, our new service is a destination for discovery and is engaging users as they discover the quality and depth of our content.”
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.”
During launch month, ITVX offered exclusive launch content such as cold war drama A Spy Among Friends starring Damian Lewis and Guy Pearce, Litvinenko starring David Tennant and Mark Bonnar, family drama Riches starring Deborah Ayorinde and Hugh Quarshie, as well as natural history documentary A Year on Planet Earth presented by Stephen Fry, thriller Without Sin starring Vicky McClure and new game show Loaded in Paradise.