# The Evolution of ITVX: Navigating the UK’s Premier Streaming Service
**London, 5 February 2026** – As the digital broadcasting landscape continues to shift towards on-demand consumption, ITVX (formerly ITV Player) has solidified its position as the UK’s largest free ad-funded streaming service. Since its comprehensive rebrand and technological overhaul, the platform has moved beyond being a mere catch-up service, now serving as a primary destination for original commissions, live sports, and an extensive archive of British television.
## From Catch-Up to Content Powerhouse
The transition from the original ITV Player to the current ITVX platform marked a significant pivot in the broadcaster’s digital strategy. By integrating a “digital-first” windowing policy, many high-profile dramas now debut on the streaming service months before their linear broadcast on ITV1. This strategy has successfully attracted a younger demographic, balancing traditional terrestrial viewing with the flexibility of modern streaming habits.
The service currently operates on a dual-tier model. The free, ad-supported tier provides access to thousands of hours of content, while the ‘Premium’ subscription removes most advertisements and grants access to additional content from partners such as BritBox and Cinema Paradiso.
## Key Platform Features and Statistics
The following table outlines the core components of the service as of early 2026:
| Category | Details |
| :— | :— |
| **Service Name** | ITVX (formerly ITV Player / ITV Hub) |
| **Parent Company** | ITV PLC |
| **Pricing Tiers** | Free (Ad-supported) / Premium (Subscription) |
| **Key Content Pillars** | ITVX Originals, Live TV, News, Sport, and Film |
| **Supported Devices** | Smart TVs, iOS, Android, Web Browsers, and Games Consoles |
| **Offline Viewing** | Available for Premium subscribers only |
## Integration of Live Sports and Events
A major driver for the platform’s growth remains its exclusive live-streaming rights. ITVX serves as the digital home for major international tournaments, including the Six Nations Championship and various UEFA football fixtures. The platform’s ability to handle massive concurrent viewership during “appointment television” events remains a cornerstone of its technical infrastructure, though it continues to face the industry-wide challenge of streaming latency compared to traditional satellite broadcasts.
## Frequently Asked Questions
### Is ITVX still free to use?
Yes, the core ITVX service remains free to use for viewers within the United Kingdom. It is funded by advertising. Users must create a registered account and possess a valid TV Licence to watch live content or BBC/ITV broadcasts.
### What happened to the ITV Player app?
The ITV Player app was first replaced by the ITV Hub, which was subsequently phased out in late 2022 to make way for ITVX. If you are using an older device that has not updated, you will need to download the ITVX app from your respective app store to continue viewing.
### Can I watch ITVX while travelling abroad?
Due to licensing restrictions and rights agreements, ITVX is intended for use within the UK. While Premium subscribers were previously able to stream in some EU territories, post-Brexit regulations mean that access is generally restricted to UK residents while they are physically located within the country.