From January to June this year, ITVX attracted more viewers with monthly active users (MAU’s) up 29% year on year to 12.5 million and up 19% since year end. The new service is also attracting light viewers, our target audience, with viewing in that specific demo up 93% across the first six months in 2023.
And viewers are staying on ITVX for longer with streaming hours up 33% to 737 million hours and a 22% increase in dwell time in the same period. Plus, 86% of those viewers who came into ITVX to watch an exclusive went on to watch other great content on the platform in the first six months of this year.
ITVX is a true streaming destination, a place to discover and explore an ever-changing wealth and breadth of new content - 23,000 hours and counting. It showcases a mix of original and acquired programming, as well as unexpected, surprising and brand new content for ITV.
The breadth of shows featured in the new content campaign, which play on the ‘X’ symbol, include Golden Globe-winning rom-com drama Jane the Virgin, “X-pecting Virgins”; fantasy adventure film Reign of Assassins, “X-quisite Sword Handling”; critically acclaimed political mockumentary sitcom Parks and Recreation, “X-cessive Bureaucracy” and sci-fi series Cowboy Bebop, “X-tragalactic Bounty Hunters”.
ITVX was the most successful new UK streaming launch last year and impressively over 90% of the UK population is now already aware of the platform. No mean feat for the team here at ITV. ITVX has an ever-changing wealth and breadth of content, which will no doubt surprise and delight users alongside a consistent drumbeat of big, live and noisey exclusives such as the Rugby World Cup Live 2023 currently. Later this Autumn, we have the launch of Big Brother - including footage from the house being live streamed into the small hours every night only on ITVX - and we’re also the brand new UK home of The Oscars next year.Jane Stiller, Chief Marketing Officer ITV
Only last month ITVX achieved two key milestones - reaching a record two billion streams since launch and winning Best On Demand Service at the Edinburgh TV Awards 2023.
