ITVX: The Complete Guide to ITV’s Streaming Service

LONDON, 25 January 2026 – ITVX, the flagship streaming service from British broadcaster ITV, has established itself as a major player in the UK’s on-demand landscape since its launch in late 2022. Replacing the ITV Hub, the platform offers a vast library of free, ad-supported content alongside a premium subscription tier, positioning itself as a direct competitor to BBC iPlayer and Channel 4’s streaming offerings.

What is ITVX?

ITVX is a British over-the-top, ad-supported streaming service operated by ITV plc. It serves as the comprehensive online home for all ITV content, succeeding the ITV Hub. The service is built on a “digital-first” strategy, with many new programmes premiering on ITVX months before they air on ITV’s linear broadcast channels. At its core, ITVX offers viewers a choice: a free tier supported by advertising or a paid, ad-free Premium subscription that includes additional content from partners like BritBox.

Service Tiers: Free vs Premium

*A small number of on-demand programmes may contain promotions where contractually required.

A Vast and Evolving Content Library

ITVX launched with over 10,000 hours of content, a significant increase from the ITV Hub’s 4,000-hour library. The service is built around several key content pillars:

Exclusive & Premier Content: ITVX debuts original dramas and documentaries first on its platform. Launch titles included cold war thriller A Spy Among Friends (starring Damian Lewis and Guy Pearce), period drama The Confessions of Frannie Langton, and Russell T Davies’ Nolly starring Helena Bonham Carter. The service continues to add new exclusive programmes regularly.

FAST Channels: ITVX features numerous Free Ad-supported Streaming Television (FAST) channels, offering a curated, scheduled viewing experience. These include genre-specific channels like The Chase 24/7, Comedy 24/7, Crime Drama, and seasonal offerings like Halloween 24/7 and dedicated sports channels.

Live TV & Sport: All ITV’s linear channels (ITV1, ITV2, ITV3, ITV4, ITVBe, CITV) are available to livestream. Major sporting events like the Rugby World Cup, FIFA World Cup, and motorsports are also streamed live.

News: ITVX integrates ITV News directly into the platform, with a dedicated section featuring short-form updates and in-depth reports updated throughout the day.

Platform Availability and Partnerships

ITVX is widely available across devices, including smart TVs (Samsung, LG), streaming sticks (Amazon Fire TV, Roku, Chromecast), games consoles (PlayStation, Xbox), and set-top boxes from Sky, Virgin Media, and BT. The ITVX app can be downloaded on iOS and Android devices.

In a significant expansion of its distribution, ITVX Premium launched as an add-on channel within Amazon Prime Video in October 2025 for £5.99 per month. Furthermore, a content-sharing deal with Disney+ initiated in July 2025 sees selected ITV shows featured on Disney+ and popular Disney+ titles available on ITVX.

Frequently Asked Questions

Is ITVX really free?

Yes. The standard tier of ITVX is completely free to use in the UK, supported by advertising. You only need a valid TV Licence to watch live TV or use any BBC streaming services.

What happened to BritBox?

In April 2024, the standalone BritBox UK service was fully absorbed into ITVX. The entire BritBox library of classic British programming from the BBC, ITV, Channel 4, and Channel 5 is now exclusively available within the ITVX Premium subscription tier.

Can I watch ITVX outside the UK?

ITVX is geo-restricted to the UK due to broadcasting rights. UK TV licence holders travelling abroad may be able to access their account using a VPN.

Does ITVX have accessibility features?

Yes. ITVX offers subtitles for over 90% of its on-demand content and was the first streaming service in the world to launch a dedicated British Sign Language (BSL) FAST channel, ‘ITV Signed’. Audio description is also available for a selection of programmes.