7am daily episodes of Emmerdale being uploaded onto ITVX gained a mixed reaction from fans at first. But, it’s proved to be a great thing.
Last year, ITV started making episodes of Emmerdale and Coronation Street available from 7am on the day they’re due to air.
And, now, it seems like viewers have really taken to the idea as streaming figures continue to soar.
ITVX 7am upload prove to be great success
In October 2024, ITV announced that it would be adapting to the streaming world. It’d do this by making its daily episode of Emmerdale and Coronation Street available from 7am.
This meant that viewers could watch the episodes when best suited them. But, not everyone was happy with the change, fearing that episodes would be spoiled ahead of it airing on the main ITV channel on the evening.
However, stats for the first quarter of 2025 have revealed that ITVX has achieved a ‘record-breaking’ billion streams in a quarter for the ‘first time ever.’ And, the success of the early soap uploads have had a huge influence on that.
Coronation Street and Emmerdale have raked up 124 million streams on ITVX so far this year.
Soap viewing is up +35% in comparison to the first quarter of 2024. This suggests that fans have really taken to the 7am uploads.
More exciting changes to come for Emmerdale
And there are more exciting changes on the way for ITV soap fans as January 2026 will mark a new era for soap.
The soap schedule will change, meaning that Emmerdale and Coronation Street will air every night for half an hour each, in a brand-new ‘soap power hour’ from 8pm-9pm.
Emmerdale will air for half an hour from 8pm-8.30pm, and Corrie will follow from 8.30pm-9pm.
Both soaps are also planning an exciting stunt to see in this new exciting schedule change! How will ‘soap power hour‘ impact the success of viewing figures? Only time will tell!
