ITV hails strong performance from new streaming service ITVX

The service delivered a 55% jump in the broadcaster’s streaming hours versus the same period last year. During the launch month, ITV's online users rose by 65% on the same period a year earlier.

ITV said the latter stages of the World Cup were big draws, while ITVX's new exclusive content also performed strongly, attracting "new and light" viewers.

Chief executive Carolyn McCall said: "It is great to see so many new viewers coming into ITVX. The football World Cup has been an important part of that. Excluding the football, our underlying streaming viewing during the month was up 29% year on year and we continue to see strong year on year growth in January.

"Away from live streaming, viewers have welcomed our strong slate of commissioned launch titles exclusive to ITVX, with many viewers coming from harder to reach audiences."

McCall also said the streaming service has "landed really well" with advertisers.