For avid soap ratings' watchers, this Christmas does appear to have been a tipping point. It was headline news that Coronation Street didn't make the top 10, despite that being the culmination of a marked decline over many, many months.
Compared to EastEnders pre-Chris Clenshaw and how the ratings were routinely - and rightly - slammed, ITV have gotten off lightly with quite a drastic slide. However, there are rumours of a scheduling shake-up coming, which may see different timeslots (hour-long episodes of Coronation Street are absolutely not working) or perhaps a reduction in episodes to lower costs.
It's most telling this year that ITV trimmed both soaps back to 30 minutes on Christmas Day. I know viewing habits have changed, but even so, Christmas Day advertising spots must surely still be a premium. The fact ITV decided neither Coronation Street or Emmerdale warranted hour-long Christmas specials for the first time in two decades (Coronation Street hasn't been 30 minutes since 1997, Emmerdale since 2004) must mean alarm bells are ringing, somewhere.