ITV’s streaming service ITVX has now officially hit two billion streams since it was rebranded from ITVHub last December, beating its previous record of 1.9 billion streams over the course of 2022.
ITV’s monthly active users were up 29% year-on-year to 12.5 million in the six months to June this year, up 19% since year end. The channel’s revamped platform has also successfully attracted so-called ‘light viewers’, registering a 93% increase in that demographic over the same time period.
Capping an immensely successful period for ITV’s streaming offering, the service also picked up the ‘Best On-Demand Service’ award at this year’s Edinburgh TV Awards.
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“To be named Best On Demand Service at the prestigious Edinburgh TV Awards less than nine months since we first launched ITVX, and against such heavyweight competitors in the same category, is such an accolade for the platform and the committed team across ITV behind it,” ITV MD of streaming, Rufus Radcliffe said.
This positive news comes in marked contrast to ITV’s recent announcement of a 60% drop in pre-tax profits amid what its CEO, Dame Carolyn McCall, called “the worst advertising recession we’ve seen since the global financial crisis”.
