The numbers
ITV and its streaming platform ITVX have achieved remarkable viewership figures during the 2026 Guinness Men’s Six Nations, with ITV accounting for four of the five best-performing matches. The peak audience for the highly anticipated England-France match reached 5 million viewers, while the average audience stood at 3.9 million across both ITV1 and ITVX.
The tournament’s highest peak audience was recorded at 5.3 million viewers for Scotland’s thrilling Calcutta Cup victory over England. This demonstrates the strong interest in rugby union within the UK, particularly during high-stakes matches.
In total, the Men’s Six Nations was streamed just under 15 million times across ITVX, showcasing the platform’s growing significance in the sports broadcasting landscape. ITV’s coverage included ten matches in the 2026 championship, ensuring that all England fixtures were available to viewers. In contrast, the BBC carried five matches during the tournament.
Historically, ITV has held a larger share of live rights in the UK for the Men’s Six Nations, which has contributed to its ability to attract substantial audiences. The competition’s popularity is reflected not only in the viewership numbers but also in the engagement of fans across various platforms.
In addition to the rugby coverage, ITV continues to draw viewers with its long-standing soap operas, such as Emmerdale and Coronation Street. Recent storylines in these shows have also captured audience attention, further bolstering ITV’s overall viewership.
As ITV and ITVX continue to evolve their offerings, observers are keen to see how they will maintain this momentum and adapt to the changing landscape of sports broadcasting. The success of the 2026 Men’s Six Nations may set a precedent for future events and the role of streaming platforms in live sports.
Details remain unconfirmed regarding the future strategies of ITV and ITVX, but the current performance indicates a positive trajectory for both the network and its streaming service as they navigate an increasingly competitive environment.