ITV has unveiled a significant shake-up in its broadcast schedule that will delight viewers of soap favourites Emmerdale and Coronation Street, offering early access to new episodes online. Starting from Monday, October 14, audiences can catch the latest episodes from both soaps on ITVX from 7am – well ahead of their traditional evening airings on ITV1.
This initiative is part of ITV’s push to enhance viewer convenience for enjoying their most-loved shows. With the debut of a specialised soap hub on ITVX, fans will be treated to a ‘soap drop’ encompassing a wealth of content, including all-new episodes ready for streaming before their ITV1 television premiere.
The freshly minted soap section on ITVX won’t just house exclusive areas for Classic Coronation Street and Classic Emmerdale, but will also curate collections featuring “greatest episodes” and a special “stars of the soaps” library. This collection boasts dramas such as Tina and Bobby with Michelle Keegan in the lead, Maryland showcasing Suranne Jones, and The Long Shadow starring Katherine Kelly.
The top recommendations on the soap page will also highlight Nolly, the biopic penned by Russell T Davies about the legendary Noele Gordon, portrayed by Helena Bonham Carter, tracing her path in the renowned ITV daytime series Crossroads.
Soap aficionados are in for a treat on ITVX, where classic episodes of Crossroads are available with special introductions from beloved soap actors offering insights into their favourite moments. According to Leeds Live, the platform has experienced a notable uptick in soap opera viewership in 2024, with both Emmerdale and Coronation Street seeing about a 30 percent increase in views, reports the Mirror. These iconic soaps are among the top five streamed shows on ITVX, boasting nearly 300 million streams this year alone.
Craig Morris, Managing Editor of ITV Channels and ITVX, commented on the trend: “The positive response when we made the soaps available at 7am during The Euros and the Olympics this year shows that audiences want to choose when to watch their favourite soap, and the new dedicated destination on ITVX is a fitting home for the nation’s biggest and best continuing dramas. Now you can choose when to enjoy your daily dose of drama – whether during the morning commute, over lunch or at a time that suits you each evening.”
Iain MacLeod, executive producer for continuing drama at ITV, said: “This is great news for soap fans. Having the ability to catch your favourite show at a time that suits you fits perfectly with people’s busy days and flexible lives. And who doesn’t love the idea of watching the latest Dingle drama in the Dales or calamity on the Cobbles on the tram to work, or over a brew after dropping the kids at school.
“As a soap nerd, I should also say that the new soap page is an absolute treat. It’s a one-stop shop for fans of Coronation Street and Emmerdale and it will now be so easy to enjoy your favourite shows, and delve into their illustrious histories and beyond.”