Total streams for the month rose by 30 per cent year-on-year – representing an increase of 101 million streams compared to July 2025. ITV’s coverage of the FIFA World Cup 2026 delivered record-breaking engagement across both streaming and social platforms:ITVX record: Tournament coverage generated over 200 million streams on ITVX, making it the most-watched sporting event in ITVX history. YouTube engagement: World Cup Coverage on ITV Sport’s YouTube channel captured 153 million views to date, more than double the channel’s total for the whole of 2025, and ahead of the BBC’s World Cup coverage on the platform. Beyond live match action, the World Cup acted as a powerful growth engine for ITVX’s wider content catalogue. Viewer retention on ITVX reached a new high during the World Cup 2026, with 44 per cent of tournament viewers returning to watch further ITVX content—an increase from 36 per cent for Euro 2024 and 25 per cent for World Cup 2022.