ITVX will drop a new drama boxset every week in 2025 as part of a new strategy called "New Drama Sundays".
The move comes after drama emerged as the streaming service's most-watched genre, with over 1.5 billion streams since ITVX launched in December 2022.
The initiative began on January 5 with the four-part James Norton drama Playing Nice, which broke records as ITVX's best ever drama launch.
Boxsets will drop at 7am every Sunday and will be a mixture of ITV originals and acquired dramas, with upcoming titles including Martin Clunes's Out There, Aussie drama Critical Incident and the complete collection of Buffy, The Vampire Slayer.
Craig Morris, ITV's managing editor for channels and ITVX, told Broadcast: "We're incredibly mindful that when we launch our big dramas on ITVX, audiences can – and do – binge them very quickly.
"New Drama Sundays ensures that there's a new scripted appointment to view every week, released at 7am on Sundays – the peak viewing day for streamers. As the UK's most watched commercial BVoD, we're delighted to bring this unrivalled selection of new drama to our viewers".
Confirmed Sunday drama launches on ITVX:
Jan 5: Playing Nice
Jan 12: Pennyworth seasons 1-3 (acquisition)
Jan 19: Out There
Feb 16: Legacies seasons 1-4 (acquisition)
TBC: Critical Incident (acquisition)
Neil Wilkes
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