What change did Coronation Street and Emmerdale make to increase viewership?
They made episodes available on ITVX from 7 am on the day of broadcast.
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Television / Soaps
Coronation Street and Emmerdale See Record Viewership After Streaming Change
Coronation Street and Emmerdale have seen a surge in viewership after making their episodes available for streaming earlier in the day.
Key Insights
- Coronation Street and Emmerdale achieved a record 124 million streams in the first quarter of 2025 after episodes were released on ITVX from 7 am on the day of broadcast.
- This represents a 35 percent increase in soap viewing compared to the same period last year.
- The change mirrors a similar move by BBC's EastEnders to iPlayer several years prior.
- New dramas on ITVX, such as James Norton's "Playing Nice" and Siobhan Finneran's "Protection," have also contributed to the streaming service reaching one billion streams in a single quarter.
- "Love Island: All Stars" garnered 100 million streams, becoming the biggest single title of the year and the strongest performer in the 16-34 age category.
- Recent storylines, including Emmerdale's limo crash and Coronation Street's Debbie Webster's dementia storyline, have also contributed to the increased viewership.
- Why this matters: Early streaming access caters to changing viewer habits and allows fans to watch at their convenience, boosting overall engagement.
In-Depth Analysis
In October 2024, Coronation Street and Emmerdale made a significant shift by releasing episodes on ITVX at 7 am on the day of broadcast. This allowed viewers to watch episodes early or at a more convenient time. The move paid off, with both soaps experiencing a record 124 million streams in the first quarter of 2025, a 35% increase year-over-year. This mirrors the strategy of EastEnders, which had previously made a similar move to iPlayer. ITVX has also benefited from new dramas like "Playing Nice" and "Protection," as well as entertainment content like "The Masked Singer" and "Britain’s Got Talent." The success of "Love Island: All Stars" further boosted streaming numbers. Notable storylines, such as the Emmerdale limo crash and Debbie Webster's dementia storyline in Coronation Street, have kept viewers engaged.
FAQ
How much did viewership increase after the change?
Soap viewing increased by 35 percent compared to the same period last year.
What other factors contributed to ITVX's streaming success?
New dramas, entertainment content, and "Love Island: All Stars" also contributed.
Takeaways
- Streaming habits are changing, and early access to content can significantly boost viewership.
- Compelling storylines are crucial for maintaining viewer engagement.
- ITVX has successfully transformed its streaming offer with a variety of content.
Discussion
Do you think releasing episodes early is a good strategy for TV shows? Let us know! Share this article with others who need to stay ahead of this trend!
Sources
Source 1: Coronation Street and Emmerdale pull in record viewers after making major change to shows - Daily Mail Online (https://www.dailymail.co.uk/tv/article-14581077/Coronation-Street-Emmerdale-pull-record-viewers-making-major-change-shows.html?ref=yanuki.com)
Source 2: New Siobhan Finneran and James Norton dramas help ITV gain impressive first-time streaming record - Yahoo News (https://news.yahoo.com/siobhan-finneran-james-norton-dramas-071713445.html?ref=yanuki.com)
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