New episodes of Coronation Street and Emmerdale have become available via ITVX at 7am on the morning of transmission.
The ITV pair are the last of the major UK soaps to go digital-first, with EastEnders dropping on iPlayer at 6am and Hollyoaks streaming on Channel 4 from 7am.
The news comes alongside the launch of a new 'Soaps' destination on ITVX, which includes recent and classic episodes of Corrie and Emmerdale, as well as other curated features and select episodes of Crossroads.
Craig Morris, managing editor at ITVX, explained: "The positive response when we made the soaps available at 7am during The Euros and the Olympics this year shows that audiences want to choose when to watch their favourite soap, and the new dedicated destination on ITVX is a fitting home for the nation's biggest and best continuing dramas.
"Now you can choose when to enjoy your daily dose of drama - whether during the morning commute, over lunch or at a time that suits you each evening."
The new ITVX-first strategy launched on Monday.
Neil Wilkes
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