ITVX enjoys a 55% jump in first month.

In the wake of its launch, ITVX sees soaring results and an even brighter future thanks to A Spy Among Friends and the World Cup – with the new brand and name resonating with a broader audience.

A solid start.

In its first month since launching, ITVX has seen “a 55% jump in streaming hours, boosted by viewers tuning in to watch World Cup football and the hit drama A Spy Among Friends”, as featured in The Guardian. It’s a gratifying result underpinned by the ambition, energy and passion of the ITV team as much as the commitment to bold change to better reflect and connect modern Britain.

Confounding expectations.

Born out of a desire to challenge the status quo, this cross-platform entertainment destination aims to confound expectations and leaving a lasting impression. With every facet of its identity engineered to buck the norm, ITVX has quickly become a talking point in the streaming landscape.

The ubiquitous "Plus" may have become the industry standard for streaming services, but ITVX has boldly broken away from the mould. We saw an opportunity to imbue a new symbol with meaning - enter the X. A plus sign rotated 45 degrees, this simple yet striking visual metaphor represents a fresh perspective, a way of seeing the world through a different lens. It is a symbol of connection, of multiplying forces that spotlight partnerships and amplify characters and content.

ITVX's debut in early December was nothing short of a sensation. The platform has seen an impressive 65% year-on-year increase in online users, with a treasure trove of premium dramas, comedy series, and documentaries drawing in a diverse audience with eclectic tastes. It's clear that ITVX is resonating with viewers, and the platform's future is undoubtedly bright. In an era where streaming services are a dime a dozen, ITVX stands out, a breath of fresh air in a sea of sameness.

“It is great to see so many new viewers coming into ITVX,” said Carolyn McCall, the ITV chief executive. “The football World Cup has been an important part of that.”

A platform to build on.

The growth in both content and users is a testament to the platform's irresistible allure. The future looks bright, and we can't wait to see what ITVX has in store for us.