fans have suggested another reason the broadcaster has slashed its soap scheduling with and . The channel has confirmed that, from January 2026, the weekly scheduling will have a new look.
As part of the changes, will air 30-minute episodes at 8 p.m., and will air half-hour episodes at 8.30 p.m. The new scheduling also means both soaps will lose an episode a week.
However, eagle-eyed viewers are convinced they have unveiled a second secret as to why the broadcaster made this decision, and believe that the new schedule was done so in order to not clash with .
The soap currently airs on weekdays at 7.30pm, so soap lovers can comfortably watch all three programmes without having to use catch-up or on-demand.
One person commented online: ” won’t be clashing with anymore. ITV thought they would win that war, they clearly didn’t.”
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EastEnders airs on BBC One at weekdays at 7.30pm (Image: BBC)
A second wrote: “Bet the loved this. Will go in their favour because they can cater for people who don’t watch between 8 and 9.”
A third person similarly echoed: “This can only be good news. . No clashes with either.”
ITV’s Managing Director of Media and Entertainment Kevin Lygo said: “The new commissioning pattern is viewer-led. We already give more choice than ever to viewers on how they watch us through ITVX and we want to present their favourite soap to them, in the most digestible way.
Coronation Street and Emmerdale will effectively lose an episode a week (Image: ITV)
“In a world where there is so much competition for viewers’ time and attention, and viewing habits continue to change, we believe this is the right amount of episodes that fans can fit into their viewing schedule, to keep up to date with the shows.
“Research insights also show us that soap viewers are increasingly looking to the soaps for their pacey storytelling.
“Streaming-friendly, 30-minute episodes better provide the opportunity to meet viewer expectations for storyline pace, pay-off and resolution.
“Whilst viewing is growing on ITVX, we know a significant proportion of our soaps’ audience still watch us via the schedule.”