British broadcaster UKTV has reported strong VOD growth following its decision to unite its channels and streaming service under the new U masterbrand and to combine its previously separate linear and VOD divisions.
BBC Studios-owned UKTV said it had more than doubled views to its free streaming service U in two years (+109% Jan 23–Dec 24)
In 2024, UKTV saw views to its free streaming service U grow by over a third (34%) and content on the service bolstered from 7000 hours to over 9000 hours.
UKTV launched a single on-air brand in July 2024 that unified both its linear channels and streaming service. Its free streaming service, previously known as UKTV Play, became U, while the free-to-air channels rebranded as U&Dave, U&W, U&Drama and U&Yesterday.
Drama content has performed particularly well with Whitstable Pearl, The Marlow Murder Club, The Chelsea Detective, Sister Boniface Mysteries and Darby & Joan responsible for the five highest rating episodes on U.
The Marlow Murder Club became the broadcaster’s best-performing show of the year in 2024, watched by 2.6m, making it UKTV’s biggest programme launch in over 10 years. The crime drama also marked UKTV’s first original commission for its U&Drama channel with an extended 6x60’ second series due to air in March.
The full rebuild and rollout of the U app was accompanied by the expansion of content genres on U, most notably true crime with over 500 hours joining the U catalogue. U also added more US box sets to its growing catalogue with the likes of Sons of Anarchy, Brothers and Sisters and Prison Break, plus it bolstered its crime drama offering with shows such as Recipes For Love And Murder, Cardinal and Blackshore.
Marcus Arthur, UKTV’s CEO, said: “UKTV continued to accelerate streaming growth throughout last year despite the continued backdrop of market pressures impacting broadcasters, streamers and content makers. While we haven’t been immune to the challenges facing the industry and the decline in linear TV viewing, we’ve driven VOD growth by unifying our VOD and linear businesses and by making smart investments in content, product and branding.”
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