In a booming era for on-demand television, STV Player, the flagship streaming service of Scotland's leading broadcaster STV, has achieved a groundbreaking milestone. In January 2026, the platform delivered a staggering 16.4 million streams, surpassing its previous record of 15.9 million set in November 2024 by nearly 500,000. This surge underscores the growing appetite for flexible, high-quality content among UK viewers, particularly in Scotland, where STV continues to dominate the free-to-air and digital landscape.
Record-Breaking Performance and Viewer Engagement
The January figures represent not just a numerical peak but a testament to STV's strategic content curation. According to STV executives, the month's success was propelled by a potent blend of live network programming, timeless archive material, and carefully chosen international acquisitions. This mix catered to both loyal fans and newcomers, broadening the platform's appeal across demographics.
Richard Williams, Managing Director of Audience at STV, hailed the achievement as a 'record-smashing' moment. 'We've built a strategy around our core network shows while integrating acquisitions that resonate with modern audiences,' Williams stated. 'January's results show we're not just keeping pace with global streamers but leading the charge in personalized UK viewing.' The platform's user-friendly interface and seamless integration with STV's linear channels have further enhanced accessibility, encouraging binge-watching sessions that extend beyond traditional broadcast times.
Impact of Scheduling Innovations
A key factor in this uptick was the introduction of the 'Soap Power Hour' in late 2025. This prime-time slot airs beloved ITV soaps Emmerdale and Coronation Street back-to-back from 8-9pm, Monday through Friday. The move has transformed evening routines for soap enthusiasts, with STV reporting a 59% year-on-year increase in soap streams on the player. Early morning drops at 7am allow viewers to catch up conveniently, aligning with busy lifestyles and remote work patterns prevalent in 2026.
Beyond soaps, STV's investment in original and acquired dramas has paid dividends. The psychological thriller After the Flood and the high-stakes espionage series Red Eye collectively amassed 2.6 million streams in January alone. These titles, with their gripping narratives and star-studded casts, have drawn in younger viewers seeking edge-of-your-seat content outside the soap genre.
Popular Content Driving the Surge
STV Player's top 10 list for January reads like a who's who of crowd-pleasing television. Alongside the network staples, acquired gems such as the 1990s US legal drama Murder One—known for its serialized courtroom intrigue—and the gritty Canadian procedural 19-2, which explores urban policing, secured spots. These shows highlight STV's knack for unearthing nostalgic and culturally relevant content that fills gaps in the streaming market.
One standout revival is Brookside, the iconic Liverpool-based soap acquired by STV in 2023. Averaging 1.2 million streams over the past three months, it has now surpassed 36 million total streams, with over 800 episodes viewed. The renewed buzz stems partly from a creative tie-up with Hollyoaks in October 2025, which introduced crossover storylines and Easter eggs for fans. This archival success story illustrates how STV is leveraging Britain's rich TV heritage to compete with international behemoths like Netflix and Disney+.
Broader Trends in UK Streaming
The STV Player's ascent mirrors wider shifts in the UK media ecosystem. With traditional linear TV facing cord-cutting pressures, platforms like STV are thriving by offering hybrid experiences—live events synced with on-demand libraries. Data from industry analysts suggests that regional broadcasters like STV are gaining ground in Scotland and Northern England, where local relevance trumps generic global fare. STV's free access model, ad-supported yet non-intrusive, lowers barriers for households amid rising subscription fatigue.
Moreover, the platform's performance analytics reveal peak viewing in evenings and weekends, with mobile and smart TV usage up 25% from 2025. This mobility factor is crucial, as commuters and families increasingly turn to apps for entertainment on the go. STV's commitment to inclusivity, including subtitles and audio descriptions, has also boosted engagement among diverse audiences.
Looking Ahead: Sports and Global Events on the Horizon
As STV Player rides this wave of success, the broadcaster is eyeing even greater heights in 2026. Major sporting spectacles will be pivotal. Coverage of the Six Nations rugby tournament, including the fiercely contested Calcutta Cup clash between England and Scotland, promises to draw massive live streams. Rugby's cultural significance in Scotland positions STV as the go-to destination for patriotic viewers.
Further afield, STV's rights to FIFA World Cup matches will inject global excitement into the platform. With enhanced streaming tech supporting 4K and interactive features, these events could push monthly figures beyond 20 million. Williams emphasized sustainability: 'We're investing in tech upgrades and content partnerships to ensure STV Player remains agile in a fast-evolving market.'
Challenges persist, however. Competition from BBC iPlayer and ITVX intensifies, and regulatory scrutiny on ad revenue models looms. Yet, STV's focus on quality over quantity—prioritizing viewer retention through algorithmic recommendations—sets it apart. As hybrid viewing becomes the norm, STV Player's January triumph signals a bright future for regional streaming in the UK.
In summary, STV Player's record-breaking month is more than a statistic; it's a blueprint for success in the digital age. By blending familiarity with fresh narratives, STV is not only entertaining but redefining how Scots connect with their screens.
