 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, 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 it 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]
In July 2024, ITV announced a partnership with NBCUniversal to expand its streaming service,Hayu, into ITVX.[18]
On 5 April 2025, content licensed fromStudioCanal was removed from the service after the deal between the company and ITV ended.[19]
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.”[20]
On 7 November 2025, ITV confirmed it was in talks to sell its media and entertainment division (which includes the TV channels and ITVX) toComcast subsidiarySky for £1.6 billion.ITV Studios would not be included.[21][22]
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ITVX's currentfree ad-supported streaming television (FAST) channels are listed on its Web site.[23]Channels include:[24]
| 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 | Children's 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[25]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.[26]Sky (Glass,Sky Q, and Sky Stream puck), Virgin Media (360, Stream, TiVo),YouView, andXbox One andSeries X/S.[27]
| 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.[28]
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.[29]
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.[30][31]
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.[32][33]
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