ITV has announced a significant scheduling shake-up that will affect viewers of Emmerdale and its fellow soap, Coronation Street. Starting from Monday, October 14, the latest episodes of both Emmerdale and Corrie will be available on ITVX from 7am each day, well in advance of their evening broadcasts on ITV1. This move is part of ITV’s commitment to providing audiences with greater flexibility in how they enjoy its shows.
Coinciding with the launch of a brand-new soap hub on ITVX, this early ‘soap drop’ will feature a wealth of content, including all the most recent episodes ready for viewing before they air on ITV1. The new soap section on ITVX will showcase exclusive areas for Classic Coronation Street and Classic Emmerdale, as well as selections of “greatest episodes” and a “stars of the soaps” compilation, featuring dramas such as Tina and Bobby with Michelle Keegan, Maryland starring Suranne Jones, The Long Shadow headlined by Katherine Kelly, among others.
As well as this, the top picks section within the soap page will highlight Nolly, the biopic by Russell T Davies about soap legend Noele Gordon, with Helena Bonham Carter portraying the lead role from the iconic ITV daytime drama Crossroads. Fans can also stream nostalgic episodes of Crossroads – so keep an eye out for special introductions to classic episodes by your beloved soap actors, who will also share their personal ITVX top picks.
ITVX has witnessed an increase in soap viewership in 2024, with Emmerdale and Coronation Street each experiencing about a 30% surge. Ranking in the top five for streaming on ITVX, the two soaps have collectively amassed almost 300 million streams this year, reports Leeds Live. 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.”
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.”