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ITV says The Blame, starring Michelle Keegan, is tracking as the UK’s biggest new drama across any channel or streaming platform in 2026. Its launch episode had averaged 6.6 million viewers “so far” when ITV shared the figure on 6 October, based on 14 days of viewing; the audience was still rising.
What record did The Blame break?
ITV’s claim is that The Blame is the UK’s biggest new drama of 2026 across both channels and streaming platforms, using a 14-day viewing basis. The claim and ranking come from ITV, rather than an independently verified comparison. ITV’s 6 October update described the figure as provisional: viewing was continuing to rise. ITV’s announcement identifies the show as a six-part series released on ITVX on 20 September 2026.
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How many people watched The Blame?
ITV reported that the launch episode had averaged 6.6 million viewers so far. That number applies to the first episode, not the full series, and should be read with ITV’s 14-day viewing basis and the qualification that the total was still growing when reported. The release does not explain the measurement methodology or provide a split between ITVX and linear television viewing.
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Repair Windows errors before they cause bigger problemsFix Now →Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →What does ITVX’s 3 billion streams figure mean?
ITVX passed 3 billion streams on 9 September 2026, according to ITV. This is a total for streams across the service, not a count of people who watched The Blame. ITV also said the platform recorded more than 1 billion streams in the third quarter of 2026, its third consecutive quarter above that level.
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For context, ITV reported 383 million ITVX streams in January 2026, exceeding the platform’s previous monthly record of 375 million in June 2024. Those are monthly platform stream totals and are not comparable to an episode’s viewer audience. ITV’s February 2026 release gives the historical monthly figures.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Other audience figures ITV reported
ITV’s update included several separate programme figures. They should not be combined with The Blame’s launch-episode audience:
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- Trigger Point’s first episode had reached 6.0 million viewers so far.
- Big Brother streams were up more than 50% year over year, based on 19 episodes to date.
- The two-part 70 Up finale had an audience of 4.3 million and was still rising.
ITV also said The Blame was ITVX’s top title in September at the time of its report. The figures and claims were published by ITV on 6 October 2026; its release does not provide independent verification or a detailed account of how audiences were measured.
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