British Soap Awards cancelled indefinitely
Soap fans are fearing for the future of the genre after ITV reportedly axed the British Soap Awards for good. The annual event, which celebrated talent in Coronation Street, Emmerdale, EastEnders and Hollyoaks, has been shelved permanently due to a lack of sponsorship, according to a soap insider.
An ITV spokesperson had previously confirmed to Metro that the awards would be rested for 2026, but new reporting indicates the hiatus will now be indefinite. A soap insider told The Sun: 'Sadly, The Soap Awards have had their day and won’t be returning. It’s a real shame, but they no longer pull in the advertising or sponsorship money anymore. It won’t be back. It’s dead in the water.'
The insider noted that rival awards shows like the Baftas and the National Television Awards already incorporate soaps into their categories, adding: 'They don’t need their own event anymore.'
Fans react with devastation on social media
The cancellation has left fans heartbroken and worried about further changes to soapland. On social media platform X, user Katie wrote: 'I beg another channel takes ownership of the BSAs because all the soap operas deserve to be celebrated everything they’ve achieved each year. The actors and crew work their asses off to give us some beautiful television whether it’s through a heartbreaking story, comedic moments and some beautiful representation…. for what? for ITV to say nah because of budget cuts…. shame on you!'
Lucy added: 'if this is true i am GUTTED, i went to the soap awards in 2023 & 2025 and i have the most incredible memories from them. its also so important to credit the actors & crew that work so hard on these stories. fly high soap awards.'
Kat penned: 'So gutted to hear about the british soap awards being axed. some of my best memories and my best friendships stemmed from those awards it was always such a wonderful way for our favs to get recognition in an industry that they’re criminally underrated in. Sad day.'
Charlotte wrote: 'ITV have permanently axed the British soap awards I feel sick.' Maisie noted: 'not me absolutely beside myself about the British soap awards being axed. the euphoria that damn awards show brought me man.'
Maia wrote: 'The British Soap Awards being axed is quite heartbreaking actually especially given another award show didn’t even give airtime to the best soap category recently.. soap actors and those working bts work so incredibly hard and should get the recognition they deserve.'
Tagging Channel 4 and the BBC, Mary pleaded: 'Pick up the british soap awards pretty please the nation is depending on you all.'
Context: declining recognition and ITV cost-cutting
Metro Soaps Reporter Calli Kitson commented that while the National Television Awards and Baftas continue to recognise soaps, they do so within a broader television landscape. The British Soap Awards were unique in providing a platform to celebrate the genre, cast and crew. The lack of recognition was highlighted at the Baftas in May, when the Soap category was shown at the end of the ceremony, with timing constraints cutting short EastEnders’ win speech.
At a time when television is more competitive than ever, and soapland has already lost shows including Doctors, Holby City and Neighbours, dedicated recognition feels more important than ever. Kitson noted: 'While I understand that ITV are facing cost-cutting pressures, it shouldn’t mean celebrating the soap industry now gets ignored altogether.'
ITV last year announced a huge cost-saving shake-up to its daytime schedule, impacting Good Morning Britain, Lorraine, Loose Women and This Morning, reportedly resulting in hundreds of job losses.
2025 ceremony and viewership
The 2025 Soap Awards ceremony was presided over by Jane McDonald, who replaced long-time host Phillip Schofield in 2023 after his acrimonious exit from This Morning. ITV had shelved the awards for 2024 before its glitzy return last summer, which raked in 1.5 million viewers on ITV. EastEnders won big on the night at Hackney Empire, picking up eight gongs including Best Soap.
