ITV Hub set for ‘biggest year yet’

This year is set to be the biggest yet for UK commercial broadcaster ITV’s digital service ITV Hub’s according to the company.

ITV said that programming including Euro 2020, the return of Love Island, successful dramas and youth-skewing commissions including The Cabins and Social Media Murders had boosted use of the service.

ITV has also said that over the Christmas period, evening shows will be available on the digital service from 07:00 each morning, ahead of their evening broadcast.

Programming to be debuted on ITV Hub includes a feature length Christmas special of drama The Larkins and the Christmas Day episodes of soap operas Coronation Street and Emmerdale.

The number of ITV Hub users has grown by 20% in 2021, and to date ITV Hub has achieved 1.5 billion streams, up 26% year on year. Love Island has been the most watched programme on ITV Hub this year, with 3.1 million watching the launch episode via the platform, out of a total audience of 5.0 million.

Euro 2020 football was a driver of viewing on ITV Hub, with ITV’s matches streamed 68 million times during the tournament.

Rufus Radcliffe, ITV managing director, On Demand, said: “2021 has been a terrific year of growth for ITV Hub. Whether it’s binge watching drama, live streaming sport, catching up on Love Island and TV’s most talked about moments, or discovering content for the first time, it’s a testament to our fantastic programmes, as well as the improvements were making to the service, that this year is on track on to be our most successful year yet.”