Soap fans are fearing for the future of the genre after ITV reportedly axed the British Soap Awards permanently. The annual event, which celebrated talent in Coronation Street, Emmerdale, EastEnders, and Hollyoaks, had been rested for 2026 but will now be shelved indefinitely due to a lack of sponsorship, according to a report.
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 National Television Awards already incorporate soaps into categories, adding: 'They don't need their own event anymore.'
Fan Outpouring on Social Media
Fans took to social media platform X to express their devastation. 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.'
Impact on the Soap Genre
Metro Soaps Reporter Calli Kitson commented: 'The National Television Awards and Baftas continue to recognise the soaps, but they do so within a much broader television landscape. The British Soap Awards were hugely different, as they provided a platform to celebrate the genre, the cast and the crew. The lack of recognition within other award nights was highlighted at the Baftas in May, when the Soap category was shown at the end of the ceremony. Timing constraints meant a very short version of the speech and transition were broadcasted, meaning there wasn't a great deal of room to properly celebrate EastEnders' win.'
Kitson added: '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. While I understand that ITV are facing cost-cutting pressures, it shouldn't mean celebrating the soap industry now gets ignored altogether. The British Soap Awards wasn't just another ceremony, it was a night designed specifically to champion a genre that still – even after years and years – remains a vital part of British television.'
ITV's Cost-Cutting Measures
ITV last year announced a huge cost-saving shake-up to its daytime schedule, which has impacted Good Morning Britain, Lorraine, Loose Women and This Morning and reportedly resulted in hundreds of job losses. The 2025 Soap Awards ceremony was presided over by Jane McDonald, who replaced long-time host Phillip Schofield in 2023, in the wake of his acrimonious exit from This Morning. ITV 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.
Fans have pleaded with other broadcasters to pick up the awards. Tagging Channel 4 and the BBC, Mary pleaded: 'Pick up the british soap awards pretty please the nation is depending on you all.'
