 Logo used since 2022 | |
 ITVX homepage as of December 2022 | |
Type of site | OTT streaming platform |
|---|---|
| Available in | English |
| Area served | United Kingdom[a] |
| Parent | ITV Consumer Limited (ITV plc) |
| URL | www |
| Users | 1.3 million (As of December 2023[update]).[1] |
| Launched |
|
ITVX is a Britishover-the-top and ad-supportedstreaming service operated byITV plc. The service offers original content from the broadcaster, livestreams of the ITV television channels,FAST channels, and exclusive and licensed programming.[2]
The service succeeds theITV Hub; which originally launched on 5 December 2008 and had at least 30 million registered users by July 2019.[3]
In March 2022, ITV announced the launch of ITVX,[4] an integrated advertising and subscription-funded platform. The service serves as a replacement for ITV Hub, taking over as the broadcaster's catch-up service, and is positioned as a direct competitor toBBC iPlayer and theChannel 4 VOD service, featuring more exclusive programming and a selection ofFAST channels.[5][6][7][8]
During the same month, it was announced that ITV bought out theBBC's share in the UK version ofBritBox, and would also include access to the service for ITVX Premium subscribers. The BBC will continue to operate the international BritBox service while remaining a content provider for ITVX.[9][10][11]
The service was rolled out on 17 November 2022 before officially launched on 8 December.
On 28 February 2023, it was confirmed that ITVX Premium users would have access toStudioCanal Presents, which launched in the spring of that year.[12] On 10 March 2023, it was confirmed that ITVX would become the new home ofCITV content, with the launch of a dedicated hub called "ITVX Kids" from 22 July 2023.[13][14][15]
On 30 May 2024,AMC Reality shows were added to the service.[16]
By April 2024, BritBox UK ceased to exist as a standalone platform and was fully absorbed into ITVX's premium tier.[17]
On 5 April 2025, content licensed fromStudioCanal was removed from the service after the deal between the company and ITV ended.[18]
On 10 July 2025,Disney and ITV announced they would share shows and films, marketed as a ‘Taste of ITVX’ and a ‘Taste of Disney+’. ITV shows appearing on Disney+ includedEndeavour andThe 1% Club whilst Disney content appearing on ITVX includedAndor andLilo & Stitch: The Series. Kevin Lygo, Managing Director of Media and Entertainment, ITV said “Disney are fantastic partners with a brilliant breadth of content. This mutually beneficial alliance allows us to show our complementary audiences a specially selected collection of titles, regularly updating, that gives a flavour of the range in our respective offerings. For us, this deal means even more great content for viewers on ITVX, and even more opportunity for viewers to find and enjoy our distinctive titles and services.”[19]
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ITVX's currentfree ad-supported streaming television (FAST) channels are listed on its Web site.[20]Channels include:[21]
| Name | About |
|---|---|
| The Chase | Episodes from the UK version of the show. |
| Comedy 24/7 | Various comedy programmes. |
| Crime Drama | Various ITV crime dramas. |
| ITV Signed | Programmes with in-vision signing. |
| ITVX Kids | Childrens' shows from ITVX's catalogue. |
| LEGO® Universe | Various LEGO-themed kids' shows. |
| Movies 24/7 | A mixture of ITV-owned and independent movies. |
| Midsomer Murders | Episodes from the series. |
| The Only Way is EssexTV | Episodes from the series. |
| Reality 24/7 | Various reality shows. |
| Saturday Night, Every Night | Entertainment, reality and game-show programmes. |
| Vera | Episodes from the series. |
| World ofMorse | Episodes from the Inspector Morse franchise. |
| Name | About |
|---|---|
| Big Brother: Live Stream | Daily live stream of the Big Brother house from 11pm to 2am on Sunday-Friday, and from 9pm to 2am on Saturday. |
| Black Voices | Various Black-themed programmes. Aired during Black History Month. |
| Halloween 24/7 | Various Halloween-themed programmes and films. Aired during October. |
| ITV Sport | Live coverage of various sporting events. |
| Love Island | Episodes from different versions of the show. |
| Oscars 24/7 | Various Oscar-winning and nominated films. Aired during and after theOscars ceremonies. |
| Xmas Movies | Christmas movies fromHallmark Channel. |
| Name | About |
|---|---|
| Award Winning Movies | Indie/modern movies mostly sourced from independent distributors. |
| Back to the 90s | 1990s programmes. |
| Blast from the Past | Various classic shows mostly sourced from ITV-owned catalogues. |
| Classic Comedy | Comedy shows mostly sourced from Fremantle's Thames catalogue. Originally namedITV Classics. |
| Classic Movies | Films mostly sourced from the ITV-owned ITC and Rank catalogues. |
| Hell's Kitchen | Episodes from the US version of the series. |
| ITV Classics | Various classic shows mostly sourced from ITV-owned catalogues. |
| Love IslandInternational | Episodes from other English-language versions of the franchise. |
| Loved Up | Dating/love-focused reality shows and dramas. |
| Massive Laughs | Comedy programmes such as panel shows. |
| Out of this World | Sci-fi/supernatural programmes mostly sourced from the ITV-owned ITC catalogue. |
| Period Dramas | Various period dramas. |
| Pride | Programmes featuring LGBTQ+ themes. |
| Quiz Time | Various game shows. |
| Rugby World Cup Classics | Highlights of classic Rugby World Cup matches. |
| Sail GP | Sail GP races. |
| The Real HousewivesUK | Episodes ofThe Real Housewives of Cheshire andJersey. |
| True Crime International | Crime documentaries. |
| UltimateAnt & Dec | Programmes hosted by Ant & Dec. |
| Unwind with ITV | Unwind footage on a loop. |
| World Cup Classics | World Cup Football matches. |
As of August 2024, ITVX is available onApple'sApp store, andGoogle'sPlay Store[22]Amazon Fire tablets and TVs, selectAndroid TV models,Android devices running7.0 and above,Apple TV,Chromecast,Freesat,Freeview Play,IOS,LGwebOSSmart TVs,PlayStation 4 &5,Roku,SamsungSmart TVs models from 2016 and above.[23]Sky (Glass,Sky Q, and Sky Stream puck), Virgin Media (360, Stream, TiVo),YouView, andXbox One andSeries X/S.[24]
| ITV Hub | |
|---|---|
| Developer | ITV Consumer Limited (ITV plc) |
| Initial release | 5 December 2008 |
| Operating system | Windows,macOS,Linux |
| Platform | Online,cable,IPTV,mobile |
| Successor | ITVX |
| Available in | English |
| Type | Video on demand |
| Website | www |
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TheITV Player, later known as theITV Hub, was launched in 2008.[25]
The ITV Player was originally a website, and was then extended to television and other platforms.[citation needed] Initially, the website usedMicrosoft Silverlight rather thanAdobe Flash as used byBBC iPlayer and Channel 4's4oD, andWindows Media Video, but changed to Flash on 15 September 2009.[26]
In November 2009, ITV Player was revamped, improving navigation and making the site more visually appealing. The service was free to use, funded by pre-, mid-, and post-roll advertisements.[citation needed] Users had been able to use ad-blocking software, but in mid-2010 the ITV website was upgraded to detect ad-blocking software.[citation needed] Video is sent at multiple bit rates and uses adaptive technology in the player to best determine the rate based on the user's connection. ITV Hub usedHTML5Media Source Extensions withEncrypted Media Extensions to deliver video.[citation needed]
In summer 2011, ITV Player incorporated subtitles andCITV programming.[citation needed] The redesigned website was launched on 22 August 2011 with upgraded search features, and a new more reliable Flash-based video player.[citation needed]
On 29 October 2012 the site started offering paid-for content in addition to the existing free 30-day catch-up.[27][28]
Content only broadcast on the mainITV channel (rather than also onITV2,ITV3,ITV4, or CITV) was only available to viewers located in ITV plc regions: England, Wales, southern Scotland, the Channel Islands, the Isle of Man, and on UTV in Northern Ireland.[citation needed] If the same programme had also been broadcast in central and northern Scotland, users located in those areas may be able to view it on theSTV Player,[citation needed] using the location provided by the user's ISP.[citation needed] On 6 June 2016, ITV Hub replaced the UTV Player service in Northern Ireland, following the latter's sale to ITV plc in February 2016.[citation needed]
Domino's Pizza became the platform's first sponsor, on 6 March 2018.[29][30]
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As of July 2017, ITV Hub was available onYouView-enabledSony Bravia TVs.[citation needed]
In December 2008, ITV Hub was added toBT TV's TV Replay service, the deal was ITV's first with a set-top-box VOD operator.[31] It allows access to popularITV1,ITV2,ITV3, andITV4 shows up to 8 days after their transmission, as well as a selection of archive shows.[32]
A place for a full version of ITV Player has been reserved onFreesat channel 903.[33] Abeta release was made available in December 2010 forHumax receivers, requiring the input of a code.[34] The beta was made public on 26 July 2011, with support expected to be extended beyond Humax devices.[35][36] On 31 July 2012, an update was released for Manhattan receivers which included support for ITV Player.[37] In November 2012, bothEchoStar andSamsung receivers also received ITV Player support.[38][39] Although the ITV Hub Player app is available to viewers around the UK on multiple platforms, it is not available to Freesat viewers using second generation Freesat receivers if their regional variation is set using postcodes starting DG or TD. It is unclear why this contradiction exists.[40]
On 29 January 2014, it was announced that ITV Player would be available on Sky'sNow TV box.[41] It was later made available on the NowTV andRoku devices on 11 June 2014.[42]
On 30 January 2012, it was announced that ITV Player would be added toSky'sOn Demand service the following day.[43] ITV Player initially only offered archive content, with catch-up programming becoming available on 26 September.
On 6 July 2012, it was announced that ITV Player had been made available onSamsung'sSmart TVs andBlu-ray players through theirSamsung Smart TV service, for 2011 and later devices,[44] from 2016 the ITV Player is available throughLGwebOS smart TVs through the LG content store.
On 8 January 2009, it was announced that ITV Net Player would be added toVirgin Media's digital cable TV service.[45] The deal allows Virgin Media's 3.5 million TV customers to view over 40 hours of programming from ITV, ITV2, ITV3, and ITV4 each week. Popular shows such asCoronation Street andEmmerdale are all available for seven days after being broadcast as part of Virgin Media's free Catch up TV service. The service began a three-day deployment programme on 24 February 2009. Virgin Media's viewers were able to choose from 500 hours of ITV comedies, documentaries, and dramas, on demand through the TV Choice section, however, the contract to supply archive content ended on 23 February 2013.[46]
ITV Player was one of four services available at the launch ofYouView in July 2012. At launch, the ITV Player app contained options to resume watching recent programmes and browse by channel, day, and A-to-Z, but lacked integrated search and contained non-skippable adverts.On 30 November 2023, the ITV Hub app was closed and replaced by ITVX.[47] During 2013, ITV intend to introduce paid-for content into ITV Player on YouView.[48]
ITV Player was released on 14 December 2010 onPlayStation 3 via thePlayStation Network[49] utilising the web-browser to distribute content rather than an app. It was free and ad-funded with pre-, mid-, and post-roll video ads being sold and served by ITV. Under the terms of the deal with Sony,STV,UTV andChannel Television were able to add their own equivalent services so they were also accessible from the PS3 platform on a similar basis to ITV Player.[citation needed] As of 23 November 2015 the service is no longer available on the PS3.[citation needed]
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ITV Hub was launched forXbox One on Friday 10 February 2017, this was made possible by a newUniversal Windows Platform app which integrates withWindows 10 andXbox One. TheSTV Player app run bySTV, who currently hold the ITV licence for Scotland, has been launched on Xbox 360. The STV Player app contains much of the content found on ITV Player and requires a Scottish postcode to be entered prior to use. ITV Hub was launched onXbox Series S/X on 10 November 2020.
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On 11 May 2011, ITV chief executive Adam Crozier announced that a dedicated ITV Player application would be released on a "wide range of mobiles and tablets" during 2011.[50] The app features programming from ITV, ITV2, ITV3, and ITV4 for up to seven days after broadcast. However, content is only available to view in the UK and ITV programming is blocked in theSTV andUTV regions. AWi-Fi connection is also required. The mobile apps were developed by digital agency Candyspace.[51] During 2013, ITV intend to introduce paid-for content into ITV Player across all mobile platforms.[48]
An application for devices runningGoogle'sAndroid operating system was released on 20 June 2011.[52] The app requires Android 2.2 (Froyo) or higher andAdobe AIR. Each show is broken up to feature non-skippable advertising breaks. Users are forced to register an email address to use the app to allow ITV to "keep you informed about improvements and other exciting developments at ITV."[53] On 14 January 2013, ITV Player 2.0 was released adding support for Android 3.x Gingerbread to 4.0 Ice Cream Sandwich and a re-engineered user interface.[54]
Adobeceased support for Flash on Android in 2011, which caused ITV Player to be incompatible with devices on that operating system. A new app was trialled, but was only available on Samsung products and received poor reviews on Google Play Store.[citation needed] Upon the release of the app on 9 May 2013, Samsung entered an exclusivity agreement with ITV, with the ITV Player app available exclusively on Samsung devices until 31 August. ITV's online product director, James Micklethwait, cited "fragmentation of the Android ecosystem" as the motive behind the deal.[55]
An application forApple'siOS (iOS 4.3 or later) operating system and either theiPad,iPhone (3GS or later), andiPod Touch (3rd generation or later), was launched on 1 July 2011.[56][57]
In June 2013, the iOS app was updated to add a trial premium section, allowing subscribers to watch catch-up content without advertising, as well as pay to view live streams ofITV3 andITV4.[58] Early reviews of the updated app on theApp Store were generally negative, with users commenting that the subscription option provided poor value for money.[59]
In May 2014 theWindows Phone version of the ITV Player, similar to the Android and iOS versions, was released,[60] but no longer supported from 2020.[citation needed] However, theSTV Player app run by STV, the Scotland ITV licence-holder, was launched on Windows Phone; its users could verify living in Scotland by stating their postcode, thus allowing them to use the app when temporarily away from Scotland.[citation needed] The STV Player app contains much of the content found on ITV Player.[citation needed] TheUWP app can only be installed on theXbox One, and videos cannot be played throughMicrosoft Edge.[citation needed]
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ITV offered most of its programming as part of the "ITV Catch Up" subscription channel onPrime Video.[61][62] As of 2024, the ITV Catch Up channel is no longer available.[63]
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