ITVX

History

In March 2022, ITV announced the launch of ITVX, 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 to BBC iPlayer and the Channel 4 VOD service, featuring more exclusive programming and a selection of FAST channels.

During the same month, it was announced that ITV bought out the BBC's share in the UK version of BritBox, 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.

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 to StudioCanal Presents, which launched in the spring of that year. On 10 March 2023, it was confirmed that ITVX would become the new home of CITV content, with the launch of a dedicated hub called "ITVX Kids" from 22 July 2023.

On 30 May 2024, AMC Reality shows were added to the service.

By April 2024, BritBox UK ceased to exist as a standalone platform and was fully absorbed into ITVX's premium tier.

In July 2024, ITV announced a partnership with NBCUniversal to expand its streaming service, Hayu, into ITVX.

On 5 April 2025, content licensed from StudioCanal was removed from the service after the deal between the company and ITV ended.

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+ included Endeavour and The 1% Club whilst Disney content appearing on ITVX included Andor and Lilo & 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.”

On 7 November 2025, ITV confirmed it was in talks to sell its media and entertainment division (which includes the TV channels and ITVX) to Comcast subsidiary Sky for £1.6billion. ITV Studios would not be included.

List of FAST channels

Current FAST channels

ITVX's current free ad-supported streaming television (FAST) channels are listed on its Web site. Channels include:

Seasonal

Former FAST channels

Platforms and apps

As of August 2024, ITVX is available on Apple's App store, and Google's Play Store Amazon Fire tablets and TVs, select Android TV models, Android devices running 7.0 and above, Apple TV, Chromecast, Freesat, Freeview Play, IOS, LG webOS Smart TVs, PlayStation 4 & 5, Roku, Samsung Smart TVs models from 2016 and above. Sky (Glass, Sky Q, and Sky Stream puck), Virgin Media (360, Stream, TiVo), YouView, and Xbox One and Series X/S.

ITV Hub

The ITV Player, later known as the ITV Hub, was launched in 2008.[[File:ITV Player.svg|thumb|upright|ITV Player logo used until 22 November 2015]] The ITV Player was originally a website, and was then extended to television and other platforms. Initially, the website used Microsoft Silverlight rather than Adobe Flash as used by BBC iPlayer and Channel 4's 4oD, and Windows Media Video, but changed to Flash on 15 September 2009.

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. Users had been able to use ad-blocking software, but in mid-2010 the ITV website was upgraded to detect ad-blocking software. 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 used HTML5 Media Source Extensions with Encrypted Media Extensions to deliver video.

In summer 2011, ITV Player incorporated subtitles and CITV programming. The redesigned website was launched on 22 August 2011 with upgraded search features, and a new more reliable Flash-based video player.

On 29 October 2012 the site started offering paid-for content in addition to the existing free 30-day catch-up.

Content only broadcast on the main ITV channel (rather than also on ITV2, 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. 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 the STV Player, using the location provided by the user's ISP. 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.

Domino's Pizza became the platform's first sponsor, on 6 March 2018.

Notes

References

References

1. (4 March 2024). "ITVX smashes all-time record despite ITV pulling service for millions of Prime Video users". [[GB News]].
2. (23 November 2022). "ITV announces new deal with Warner Bros. Discovery International Television Distribution". Press Centre.
3. (24 July 2019). "ITV looks forward to digital future with BritBox and advanced advertising". Digital TV Europe.
4. "What is ITVX? Start date speculation, prices, shows, BritBox news".
5. "Introducing ITVX – Britain's freshest new free streaming service launching later this year".
6. (4 March 2022). "What is ITVX? ITV's new streaming service explained".
7. Writer, Senior Staff. "New UK streaming service ITVX will offer both free and paid tiers".
8. (3 March 2022). "ITVX: Everything you need to know about the new ITV on-demand service".
9. (3 March 2022). "ITV Buys Out BBC's Share of BritBox U.K.".
10. (3 March 2022). "ITV to take on Netflix, Amazon and Disney+ with new streaming service".
11. (3 March 2022). "BBC drops BritBox UK stake". RXTV.
12. (28 February 2023). "ITVX announces content partnership with Studiocanal".
13. "ITV to shutter its linear kidsnet and move content to ITVX".
14. (10 March 2023). "ITV announces closure of CITV in favour of streaming-only children's content". ITV.
15. (22 May 2023). "ITVX Kids launch date announced".
16. https://www.itv.com/presscentre/media-releases/kickstart-summer-love-itvx-amc-reality
17. (11 April 2024). "BritBox move to ITVX and subscriptions explained: Where can I watch?".
18. "ITVX to launch Hayu Select this Summer".
19. (5 April 2025). "Studiocanal and ITVX".
20. "Disney+ & ITVX to Team up in Unique Partnership".
21. Masud, Faarea. (7 November 2025). "ITV in talks to sell television business to Sky". [[BBC News]].
22. (7 November 2025). "Sky in talks to buy ITV television business for £1.6bn".
23. "ITVX Live: Choose a channel". ITVX.
24. (17 November 2022). "ITVX arrives with 18 streaming channels". RXTV.
25. (7 December 2023). "ITVX".
26. (8 December 2022). "ITVX on Samsung Smart TVs". ITV.
27. [https://support.itv.com/en_us/which-tvs-and-streaming-platforms-can-i-watch-itvx-on-rkNpVLbSi Which TVs and streaming platforms can I watch ITVX on? Retrieved August 27, 2024]
28. Sweney, Mark. (5 December 2008). "ITV rebrands online catch-up TV service as ITV Player". The Guardian.
29. (15 September 2009). "British TV firm dumps Silverlight". The Register.
30. (27 July 2011). "ITV to launch TV micropayment system in January".
31. (29 October 2012). "ITV unveils new ITV Player". ITV Media.
32. (6 March 2018). "Domino's is to be the first ever sponsor of the ITV Hub – see how!". ITV Media, ITV plc.
33. Gwynn, Simon. (5 March 2018). "Domino's to sponsor ITV's video on demand offering".