ITVX Records Strongest July To Date

ITVX has recorded its most successful July on record, delivering more than 436 million streams with two days of the month still remaining, according to ITV.

The platform saw total streams increase by 30% year on year, representing an additional 101 million streams compared with July 2025. July also marked the second consecutive month that ITVX exceeded 400 million streams, continuing a period of strong digital growth for the service.

A major driver of the record performance was ITV’s coverage of the FIFA World Cup 2026, which generated unprecedented engagement across ITVX and social platforms.

Tournament coverage delivered more than 200 million streams on ITVX, making it the most-watched sporting event in the platform’s history. The service also recorded its highest-ever number of concurrent live streams, reaching nearly 5 million peak live streams during England vs Norway. This represented a 38% increase on ITVX’s peak live streaming figure during Euro 2024.

Engagement also extended beyond ITVX, with ITV Sport’s YouTube channel generating 153 million views for World Cup coverage to date. This figure is more than double the channel's total views for the whole of 2025 and exceeded the BBC’s World Cup coverage performance on the platform. ITV’s YouTube highlights coverage also outperformed the BBC's for every one of the tournament’s 104 matches.

The Fan Zone experience within the ITVX mobile app generated 33.4 million sessions throughout the tournament, while World Cup viewing on ITVX was led by audiences aged 25-54, who accounted for 75% of viewing, with male viewers representing 63%.

The tournament also helped drive engagement with ITVX’s wider content catalogue, with viewers who watched World Cup matches going on to generate 102 million additional on-demand streams across other genres.

Reality content accounted for 42% of onward viewing, led by Love Island, which delivered 183 million streams during July and remained the platform’s top-performing title.

Drama accounted for 19% of onward streams, with audiences watching recent ITVX commission Believe Me alongside acquired titles including The Family Next Door, Cape Rock Killer and The Affair.

Viewer retention also reached a new high during the World Cup, with 44% of tournament viewers returning to watch additional ITVX content. This compares with 36% retention during Euro 2024 and 25% during the FIFA World Cup 2022.

The tournament also attracted lighter users back to the platform, with recently reactivated viewers focusing their onward viewing on Sport (30%), Reality (30%) and Drama (18%).

Among drama titles popular with reactivated viewers were acquired favourites The Family Next Door and The Affair, alongside ITV original commissions Secret Service, Believe Me and Gone.

ITV said the latest figures highlight the role of major live sporting events in driving both immediate streaming audiences and longer-term engagement across the wider ITVX content offering.

itv.com