ITV measures success of ITVX after six months

UK commercial broadcaster ITV has marked the first six months of its revamped streaming platform ITVX by publishing a raft of statistics to show how the service has progressed.

Overall streaming hours have rise by 49% in the first quarter of this year, according to ITV. Awareness of ITVX now stands at 85% among UK adults, and over a quarter of ITVX’s streaming hours is consumed by the hard to reach 16-34 years of age demographic group.

ITV said that 25% of Broadchurch‘s streaming hours was from 16-34s, along with 35% of Bad Girls and 37% of Footballers Wives. American boxsets have also proved popular, with 47% of The O.C.‘s streaming hours from 16-34s, 52% of The Vampire Diaries and 59% of One Tree Hill.

ITV said that it has surpassed the one billion streams milestone four months after the service launched, compared with hitting one billioin streams seven months into the year prior to the launch of the service.

It said that it had delivered 182 million streams of top-rated reality format Love Island so far this year.

ITVX has also recently grown its distribution. Most recently, live and FAST channels are now available within ITVX on LG devices via Freeview Play, bringing live ITV content to even more viewers.

The full ITVX experience, including all Premium content, is now available on over 22 different platforms across smart TVs, mobile devices, consoles and browsers including Amazon Fire, Android, Apple, Freesat, Freeview Play, LG and Samsung TVs, Sky and Virgin Media plus the launch of ITVX on Sky Q boxes.

ITV said that awareness of ITVX in April was 85% amongst all adults and 90% amongst target lighter viewers.

Rufus Radcliffe, Managing Director, Streaming, Interactive & Data ITV, said: “Like proud new parents, we’re still counting ITVX’s age in months, but it’s testament to the hard work of the team, as well as ITVX’s proliferation across different platforms and devices and the scale and quality of our content, that we’ve achieved so much in a relatively short period of time.”