ITVX Rolls Out Major Streaming Update With Enhanced Features

ITVX has just launched a significant streaming update that directly answers viewer demand: it’s now delivering its biggest-ever monthly performance, with January 2026 reaching a record-breaking 383 million streams—a clear sign it’s firmly reinforcing its position as the UK’s dominant commercial BVOD service.

---

Streaming Milestone and Surging Engagement

January 2026 marked an unprecedented milestone for ITVX, tallying 383 million streams, eclipsing the previous high of 375 million achieved in June 2024 during the Men’s Euros. This surge reflects the growing viewer appetite for soap, reality, and drama content, anchoring ITVX as a must-watch streaming destination.

The soap universe saw explosive growth: “Coronation Street” and “Emmerdale” streamed a combined 65 million times in January, lifting soap viewership by 48% year-on-year—thanks to the “Corriedale” crossover and the introduction of bite-sized 30-minute episodes released at 7 a.m. weekdays.

Meanwhile, “Love Island All Stars” dominated among younger viewers, achieving 40 million streams and standing out as the most-watched title in the 16–34 demographic across commercial platforms.

Drama remained equally compelling, led by “Red Eye” series 1 and 2 with over 25 million streams, and the acquisition “The Hunting Wives” nearing 7 million—making it one of the most streamed acquired titles on ITVX.

---

Strategic Platform Expansion and Content Partnerships

Beyond the streaming leap, ITVX is strengthening its presence across platforms. In October 2025, it launched ITVX Premium as an add-on via Prime Video for £5.99/month, enabling Prime customers to access ITV’s core channels seamlessly through the Prime app.

In an innovative content-sharing effort, ITV and Disney struck an agreement—“A Taste of ITVX” and vice versa—bringing popular Disney+ titles like The Bear, Andor, and Only Murders in the Building to ITVX, while bringing ITV favourites such as Mr Bates vs The Post Office, The 1% Club, and Love Island to Disney+. This strategic alliance broadens audience reach and underscores ITVX’s adaptability in an increasingly competitive streaming landscape.

---

Content Evolution: Spotlight on Originals and FAST Channels

ITVX continues expanding its original slate, with new shows like “Betrayal”—a gripping four-part spy thriller starring Shaun Evans and Romola Garai—premiering on ITVX on February 8, 2026.

Simultaneously, the FAST (Free Ad-supported Streaming TV) model is gaining ground. ITVX’s FAST channels, such as ITVX Kids, Sport, and The Only Way is Essex, now account for a significant portion of its growth. These channels deliver curated, genre-specific content and are increasingly popular among audiences under 55.

---

The Impact of January’s Update: Key Trends at a Glance

• Record-breaking streaming volumes: 383 million in January 2026.
• Soaps: Coronation Street and Emmerdale up 48% in streaming, led by the “Corriedale” strategy.
• Reality: Love Island All Stars dominates 16–34 demographic.
• Drama: Red Eye and The Hunting Wives perform strongly.
• Platform expansion: Launch of ITVX Premium on Prime Video.
• Content-sharing: Strategic partnership with Disney+, broadening libraries both ways.
• Originals & FAST: “Betrayal” premieres; FAST channels drive engagement among younger viewers.

---

Why This Matters

ITVX’s January breakthrough signals not just a temporary spike, but sustained momentum in content delivery, distribution strategy, and audience expansion. By coupling high-impact programming with strategic platform expansion and cross-provider collaborations, ITVX is reinforcing its competitive edge against global streamers.

This update matters for:

• Viewers, because it offers richer content variety, easier access, and early drops of flagship dramas.
• Advertisers, as record engagement and FAST channels offer fresh premium ad inventory.
• Industry watchers, spotting a British streaming platform growing faster than peers through creativity, agility, and smart partnerships.

“ITVX continues to go from strength to strength… surpassing our full‑year streaming record in just eleven months was extraordinary.” — Kevin Lygo, Managing Director of Media and Entertainment at ITV.

---

Conclusion

This major streaming update from ITVX—marked by its best-ever monthly performance in January 2026—is emblematic of how a powerful blend of content excellence, strategic distribution, and cross-platform collaboration can transform a regional streamer into a dominant player. With ongoing innovations like FAST channels, premium add-ons, and high-profile partnerships, ITVX is redefining what success looks like on UK screens and beyond. For viewers, advertisers, and industry partners alike, the message is clear: ITVX is here to stay—and it’s getting even better.

---

FAQs

What was ITVX’s most-streamed month?
January 2026 holds the record with 383 million streams, surpassing the previous high from June 2024.

How much did soap viewership increase on ITVX?
Streaming of top soaps rose 48% year-over-year, driven by the “Corriedale” crossover and schedule strategy.

Can I watch ITVX content on Prime Video?
Yes—ITVX Premium is now available as a £5.99/month add-on on Prime Video in the UK, integrating ITV content into one app.

What shows were added from Disney+ to ITVX?
Select Disney+ hits like The Bear, Andor, Only Murders in the Building, and The Kardashians are now free on ITVX under the “Taste of ITVX” initiative.

What are ITVX’s FAST channels?
FAST channels are free, ad-supported streams like ITVX Kids, Sport, and The Only Way is Essex, designed for easy discovery and particularly popular with under-55 audiences.