Coronation Street and Emmerdale break records after making major change

and underwent a huge change last year, and it seems like things have paid off. In October, the soaps became available to air on ITVX from 7am, around 12 hours before being broadcast on ITV1.

The change followed the success soap had, after opting to release their episodes early on . EastEnders have been releasing their episodes early for a couple of years, and it wasn't long before the ITV soaps followed suit.

Now, it's been revealed that and Emmerdale have amassed a record-breaking 124 million streams for the first quarter of 2025, helping ITVX to reach a massive total of one billion. Soap viewing has boosted 35% from this time last year, thanks to hard hitting storylines and the early releases.

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This year has already seen strong episodes for the soaps, with , killing off three huge characters.

ITV’s Managing Director of Media and Entertainment Kevin Lygo said: "We have totally transformed our streaming offer with ITVX over the past couple of years, and all our teams internally, alongside the best producers in the business, have helped deliver these brilliant numbers, by producing, promoting and delivering this fantastic content to audiences to stream."

It's not the only change the soaps have faced. Earlier this year, it was announced that they would . From January 2026, Emmerdale will move to a half an hour slot daily from 8pm whilst Coronation Street will follow behind with their own half an hour episode from 8.30pm each weekday.

Currently, Emmerdale airs Mondays through Fridays for half an hour from 7.30pm, with an hour long episode on Thursdays, whilst Coronation Street currently airs Mondays, Wednesdays and Fridays at 8pm for an hour.

The move has been dubbed as a "soap power hour" as ITV’s Managing Director of Media and Entertainment Kevin Lygo said the extra money saved would be used for other programmes.

Despite the extra days, the shorter episodes mean fans will see five hours a week rather than the six that they're currently used to.

Kevin Lygo said: "The new commissioning pattern is viewer-led. We already give more choice than ever to viewers on how they watch us through ITVX and we want to present their favourite soap to them, in the most digestible way. Streaming-friendly, 30 minute episodes better provide the opportunity to meet viewer expectations for storyline pace, pay-off and resolution."

airs Mondays, Wednesdays and Fridays at 8pm on ITV1 andX. Emmerdale airs weeknights at 7:30pm on ITV1 and ITVX, with an hour-long episode on Thursdays.

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