ITV's new ad-supported free streaming service ITVX managed an impressive 66.5m streams in the first week after its official launch.

The figure, which covered the period from December 8 to 14, was up by 138% on the equivalent period for the ITV Hub in 2021 with 28m streams.

The week included a new daily record of 30m streams on December 10, the day that England played France in the quarter-finals of the World Cup.

Rufus Radcliffe, ITV's MD of streaming, said: "ITVX has seen a 138% increase in online viewing compared to the same period last year and it is great to see so many people coming into our brilliant new streaming home.

"The football has been a big part of that but even if you take out exceptional programmes like I'm A Celebrity and the World Cup our underlying viewing during the week was up 56% year on year.

"Away from live streaming, we are delighted with the reception for our strong slate of commissioned launch titles. It is great to see so many viewers coming from the harder to reach audiences that we don't typically attract to streaming, and that we are aiming to bring in for our exclusive content."

At least one new show will arrive on ITVX every Thursday throughout the year, with upcoming premieres including Vicky McClure thriller Without Sin (Dec 28), comedy Deep Fake Neighbour Wars (Jan 26), Russell T Davies's Nolly (Feb 2) and documentary Ghislaine Maxwell: Partner In Crime (Feb 9).