ITV’s two biggest soaps are facing another uncomfortable ratings comparison, with repeats of popular quiz show The Chase reportedly attracting more overnight viewers than both Coronation Street and Emmerdale.
The figures have once again raised questions about the changing fortunes of ITV’s long-running dramas, which have struggled to maintain the huge traditional television audiences they once enjoyed.
Coronation Street and Emmerdale have been at the heart of ITV’s schedule for decades, but viewing habits have changed considerably, with more people choosing streaming services, catch-up television and on-demand entertainment rather than watching programmes at their scheduled times.
And while The Chase continues to prove a reliable performer for ITV, the fact that repeat episodes are reportedly attracting larger overnight audiences than two of the broadcaster’s biggest scripted programmes will inevitably raise eyebrows.
However, there is another side to the story.
Both soaps have continued to find audiences away from traditional television, with ITVX viewing figures painting a more encouraging picture. Coronation Street reportedly saw streaming figures increase by 26% year-on-year between January and September, while Emmerdale recorded an impressive 31% rise.
This suggests that while fewer viewers may be tuning in at the traditional broadcast times, there is still considerable interest in the lives of the residents of Weatherfield and the Yorkshire village.
Nevertheless, the comparisons will add to the ongoing debate about the future of British soaps, their scheduling and whether ITV needs to rethink how it attracts viewers to its biggest dramas.
Hollyoaks has also been having a difficult time with behind the scene changes.
Do you still watch Coronation Street and Emmerdale live on ITV, or have you switched to watching them on ITVX?
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