Breakfast TV in bed helps drive ITV Hub numbers up

As viewing habits change during the lockdown, ITV reveals more of us are live streaming its shows on mobiles and tablets.

The broadcaster has today confirmed that its online service ITV Hub has seen a 49% increase (year on year) in simulcast viewing up to the end of March.

Breakfast boom

Breakfast time streaming of Good Morning Britain has increased by 55%, driven by viewers heading for Good Morning Britain’s ongoing news coverage around the Coronavirus on their various devices.

What viewers were catching up on...

Across on-demand and catch-up TV, ITV's top 10 as of the end of March were:
Liar, Coronation Street, Emmerdale, Belgravia, Sam & Billie: The Mummy Diaries, Ibiza Weekender, Ant and Dec’s Saturday Night Takeaway, The Trouble with Maggie Cole, Family Guy and The Good Karma Hospital.

ITV Hub catch-up and on-demand viewing across connected TVs rose by 35% in the past 12 months.

More subscribers to ad-free option

Meanwhile, the paid-for version of ITV Hub has seen an 80% increase in take up year-on-year. ITV Hub plus is ad free. 

Prior to the current restrictions on travel, British holidaymakers travelling in Europe who had already subscribed to ITV Hub plus in the UK, were, under EU portability rules that cover subscription video-on-demand services, able to access their favourite ITV shows on-demand. Here, ITV Hub plus replaced the previously available ITV Essentials service which originally made ITV shows available to viewers in Europe.

Steve Forde, Director of Digital Products, ITV, said:
The recent uplift in the first quarter for the ITV Hub and Hub plus in both reach and consumption is hugely encouraging, as we continue to evolve the platforms and look at new ways to enhance our content.

The ITV Hub is planning to make up for a loss of live sport this summer by making available every Euro 96 match from May.