ITVX has achieved its most successful July on record, delivering over 436 million streams.
Total streams for the month rose by +30% year-on-year, representing an increase of 101 million streams compared to July last year. July also marks the second consecutive month that ITVX has delivered over 400 million streams, continuing the streak of digital growth for the platform this summer.
ITV’s coverage of the FIFA World Cup 2026 delivered record-breaking engagement across both streaming and social platforms. Tournament coverage generated over 200 million streams on ITVX, making it the most-watched sporting event in ITVX history. The platform handled unprecedented traffic during the tournament, with nearly 5 million peak live streams during England vs Norway, up on the peak live streaming volume for Euro 2024 by 38%.
World Cup Coverage on ITV Sport’s YouTube channel captured 153 million views to date, more than double the channel’s total for the whole of 2025, and ahead of the BBC’s World Cup coverage on the platform. Out of the 104 matches played, ITV’s YouTube coverage of the highlights outperformed the BBC’s for every single one.
The Fan Zone experience on the ITVX mobile app delivered 33.4 million total sessions across the tournament. Viewing of the World Cup on ITVX was 75% 25-54 year olds, and 63% male.
Beyond live match action, the World Cup acted as a growth engine for ITVX’s wider content catalogue. Viewers who watched a World Cup match went on to generate 102 million onward on-demand streams across other genres on the platform, notably to in Reality (42% of onward streams). This was dominated by Love Island, which delivered 183 million streams across July, and continues to be the top performing title on ITVX.
Drama represented 19% of onward streams. Viewers turned in high numbers to recent ITVX commission Believe Me, as well as hit acquired titles including The Family Next Door, Cape Rock Killer, and The Affair.
Viewer retention on ITVX reached a new high during the World Cup 2026, with 44% of tournament viewers returning to watch further content, an increase from 36% for Euro 2024 and 25% for World Cup 2022.
The tournament also served as a major driver bringing in lighter users.
Recently reactivated users focused their onward viewing primarily on sport (30%), reality (30%), and drama (18%).
