Emmerdale and Coronation Street fans are in for a treat as ITV unveils a new strategy to premiere the latest episodes of the beloved soap operas online before they hit the TV screens.
Starting from Monday, October 14, enthusiasts will be able to catch fresh instalments on ITVX from 7am each morning, prior to their evening broadcast on ITV1, giving viewers the ultimate flexibility in how they enjoy the soaps.
The innovative 7am “soap drop” coincides with the introduction of a fabulous new soap hub on ITVX, which will serve as a treasure house of content including all the latest episodes ready to watch before they are aired on TV.
This exciting new section on ITVX is set to feature exclusive areas for Classic Coronation Street and Classic Emmerdale, alongside a collection of Greatest Episodes and a gallery celebrating Stars of the Soaps. Among the dramas included are Tina and Bobby, led by Michelle Keegan, Maryland featuring Suranne Jones, and The Long Shadow with Katherine Kelly among others.
Moreover, the Top Picks section within the soaps hub will showcase Nolly, Russell T Davies’ biopic of Noele Gordon, starring Helena Bonham Carter as Crossroads’ revered soap queen. Additionally, viewers will have the chance to stream nostalgic episodes of Crossroads, and enjoy segments where their favourite soap personalities introduce classic episodes and share their top picks from ITVX, reports Leeds Live.
The decision comes as soap viewing has seen a substantial surge on ITVX experience significant growth on ITVX in 2024, with both Emmerdale and Coronation Street experiencing a 30% increase. The two shows rank among the top 5 in terms of streaming hours on ITVX, collectively garnering nearly 300 million streams this year.
Craig Morris, Managing Editor of ITV Channels and ITVX, commented: “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.”
This week, Emmerdale celebrates a milestone with the 30th anniversary of the Dingles, as the soap’s largest family is left reeling from the news of their patriarch Zak’s passing. The village comes together to pay tribute, while a heartbroken Cain, Sam, and Belle reminisce about their beloved father.
Events on Coronation Street have taken a grim turn, with DS Lisa Swain, DC Kit Green, and PC Craig Tinker on the hunt for Joel Deering. The ominous discovery of a body in the canal raises fears that Joel may have encountered a grisly fate.
The shockwaves of his purported murder send Dee-Dee and Lauren into turmoil, but the unfolding police investigation is set to reveal more. Iain MacLeod, Executive Producer for Continuing Drama at ITV, enthused: “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.”
Emmerdale airs weekdays on ITV1 at 7.30pm and Coronation Street airs Mondays, Wednesdays and Fridays on ITV1 at 8pm