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ITVX - The numbers behind the first year

ITVX landed on the 8th December last year, as a key platform for ITV's future. Since launch, ITVX has delivered over 2.5 billion streams - a 69% increase versus the same period last year


Investing significantly in its content library to make it a destination of discovery, ITVX has more than tripled the hours of programming from 7,000 hours in 2022 to over 22,000 today. It boasts programming from both sides of the Atlantic, online exclusives, has more comedy, more shows for 18-34s, over 800 movies and they've doubled their kid's content too.

ITVX The First Year

Furthermore, with a growing menu of addressable products such as Matchmaker, ITV can now blend their first party data with Tesco Clubcard and Boots Advantage customer data.

In the last 6 months they've grown their distribution through the integration of the ITVX app within the Sky and Virgin platforms, with more platforms planned for 2024.

Key Takeaways

  • A monthly reach of 21 million

  • 1 billion hours of content viewed (+62% year on year)

  • 90% awareness of the platform amongst adults

  • Monthly active users are up 28%

Younger audiences are gathering on ITVX

ITVX Streaming Hours

The increased amount of content is attracting the elusive younger audiences, with 73% of the viewing audience for US Comedy and 58% for US Drama being in the 16-44 age bracket. Viewing for 16-34 year olds is also up 31% year on year which equates to 55 million hours of viewed content.


Viewing hours

ITVX viewing hours breakdown

Over three quarters of viewers are what ITV refer to as 'Mainstreamers' - these are described as light, less traditional ITV viewers who watch a lot of Video on Demand (catch up). Advertising on ITVX enables brands to target a chosen audience as they watch high quality content on a trusted platform without the need of an on-air TV campaign budget. As a full service media agency we manage the whole process - creating, planning, booking and delivering campaigns, putting clients in front of the right audience at the right time. Ready to find out more?


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