# ITVX

ITVX is a British over-the-top and ad-supported streaming service operated by ITV plc. The service offers original content from the broadcaster, livestreams of the ITV television channels, FAST channels, and exclusive and licensed programming.
The service succeeds the ITV Hub; which originally launched on 5 December 2008, and had at least 30 million registered users by July 2019.

## 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 officially launching 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.

## List of FAST channels
### Current FAST channels

FAST channels featured on the service include:
| Name | About |
| The Chase | Airs episodes from the UK version of the show. |
| Comedy 24/7 | Airs various comedy programs. |
| Crime Drama | Airs various ITV crime dramas. |
| ITV Signed | Airs programmes with in-vision signing. |
| ITVX Kids | Airs kids' shows from ITVX's catalogue. |
| LEGO® Universe | Airs various LEGO-themed kids' shows. |
| Love Island | Airs episodes from different versions of the show. |
| Movies 24/7 | Airs a mixture of ITV-owned and independent movies. |
| Midsomer Murders | Airs episodes from the series. |
| The Only Way is Essex TV | Airs episodes from the series. |
| Reality 24/7 | Airs various reality shows. |
| Saturday Night, Every Night | Airs entertainment, reality and game-show programmes. |
| Vera | Airs episodes from the series. |
| World of Morse | Airs episodes from the Inspector Morse franchise. |

### Seasonal

| Name | About |
| Big Brother: Live Stream | Airs a daily live stream of the Big Brother house from 11pm to 2am on Sunday-Friday, and from 9pm to 2am on Saturday. |
| Black Voices | Airs various Black-themed programs. Aired during Black History Month. |
| Halloween 24/7 | Airs various Halloween-themed programs and films. Aired during October. |
| ITV Sport | Airs live coverage of various sporting events. |
| Oscars 24/7 | Airs various Oscar-winning and nominated films. Aired during and after the Oscars ceremonies. |
| Xmas Movies | Airs Christmas movies from Hallmark Channel. |

### Former FAST channels

| Name | About |
| Award Winning Movies | Airs indie/modern movies mostly sourced from independent distributors. |
| Back to the 90s | Airs programmes from the 1990s. |
| Blast from the Past | Airs various classic shows mostly sourced from ITV-owned catalogues. |
| Classic Comedy | Airs comedy shows mostly sourced from Fremantle's Thames catalogue. Was originally known as ITV Classics. |
| Classic Movies | Airs movies mostly sourced from the ITV-owned ITC and Rank catalogues. |
| Hell's Kitchen | Airs episodes from the US version of the series. |
| ITV Classics | Airs various classic shows mostly sourced from ITV-owned catalogues. |
| Love Island International | Airs episodes from other English-language versions of the franchise. |
| Loved Up | Airs dating/love-focused reality shows and dramas. |
| Massive Laughs | Airs comedy programs such as panel shows. |
| Out of this World | Airs sci-fi/supernatural programs mostly sourced from the ITV-owned ITC catalogue. |
| Period Dramas | Airs various period dramas. |
| Pride | Airs programs featuring LGBTQ+ themes. |
| Quiz Time | Airs various game shows. |
| Rugby World Cup Classics | Airs highlights of classic Rugby World Cup matches. |
| Sail GP | Airs Sail GP races. |
| The Real Housewives UK | Airs episodes of The Real Housewives of Cheshire and Jersey. |
| True Crime International | Airs Crime documentaries. |
| Ultimate Ant & Dec | Airs programs hosted by Ant & Dec. |
| Unwind with ITV | Airs an infinite loop of Unwind footage. |
| World Cup Classics | Airs World Cup Football matches. |

## 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 to be known as the ITV Hub, was launched in 2008.
The ITV Player was originally a website before being extended to television and other platforms. Initially, the website version used Microsoft Silverlight, as opposed to Adobe Flash (used by BBC iPlayer and Channel 4's 4oD) and Windows Media Video. ITV adopted Flash for its player on 15 September 2009.
In November 2009, ITV Player was given a revamp, improving navigation, as well as making the site more visually appealing. The service was free to use, and it was funded by pre-, mid-, and post-roll adverts. Previously, users have been able to use ad-blocking software to skip the adverts shown. 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 version was launched on 22 August 2011 with upgraded search features, and a new Flash-based video player designed improve playback reliability.
In January 2012, the site was due to be overhauled to offer paid-for content in addition to the existing free 30-day catch-up; however, this was delayed until 29 October 2012.
Content that has only aired on the main ITV channel (rather than also on ITV2, ITV3, ITV4, or CITV) is 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 was also broadcast in central and northern Scotland, then users located in those areas may be able to view it on the STV Player. The ITV Hub website attempts to detect user location automatically, using that provided by the 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.
From 6 March 2018, Domino's Pizza became the platform's first sponsor.

### Platforms
#### Sony Bravia

As of July 2017, ITV Hub was available on YouView-enabled Sony Bravia TVs.

#### EE TV

In December 2008, ITV Hub was added to BT TV's TV Replay service, the deal was ITV's first with a set-top-box VOD operator. It allows access to popular ITV1, ITV2, ITV3, and ITV4 shows up to 8 days after their transmission, as well as a selection of archive shows.

#### Freesat

A place for a full version of ITV Player has been reserved on Freesat channel 903. A beta release was made available in December 2010 for Humax receivers, requiring the input of a code. The beta was made public on 26 July 2011, with support expected to be extended beyond Humax devices. On 31 July 2012, an update was released for Manhattan receivers which included support for ITV Player. In November 2012, both EchoStar and Samsung receivers also received ITV Player support. 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.

#### Now TV & Roku

On 29 January 2014, it was announced that ITV Player would be available on Sky's Now TV box. It was later made available on the NowTV and Roku devices on 11 June 2014.

#### Sky

On 30 January 2012, it was announced that ITV Player would be added to Sky's On Demand service the following day. 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 on Samsung's Smart TVs and Blu-ray players through their Samsung Smart TV service, for 2011 and later devices, from 2016 the ITV Player is available through LG webOS smart TVs through the LG content store.

#### Virgin Media

On 8 January 2009, it was announced that ITV Net Player would be added to Virgin Media's digital cable TV service. 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 as Coronation Street and Emmerdale 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.

#### YouView

ITV Player was one of four services available at the launch of YouView 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. During 2013, ITV intend to introduce paid-for content into ITV Player on YouView.

#### PlayStation 3

ITV Player was released on 14 December 2010 on PlayStation 3 via the PlayStation Network 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 and Channel 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. As of 23 November 2015 the service is no longer available on the PS3.

#### Xbox

ITV Hub was launched for Xbox One on Friday 10 February 2017, this was made possible by a new Universal Windows Platform app which integrates with Windows 10 and Xbox One. The STV Player app run by STV, 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 on Xbox Series S/X on 10 November 2020.

#### Mobile platforms

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. 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 the STV and UTV regions. A Wi-Fi connection is also required. The mobile apps were developed by digital agency Candyspace. During 2013, ITV intend to introduce paid-for content into ITV Player across all mobile platforms.

#### Android devices

An application for devices running Google's Android operating system was released on 20 June 2011. The app requires Android 2.2 (Froyo) or higher and Adobe 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." 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.
Adobe ceased 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. 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.

#### iOS devices

An application for Apple's iOS (iOS 4.3 or later) operating system and either the iPad, iPhone (3GS or later), and iPod Touch (3rd generation or later), was launched on 1 July 2011.
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 of ITV3 and ITV4. Early reviews of the updated app on the App Store were generally negative, with users commenting that the subscription option provided poor value for money.

#### Windows Phone

As of May 2014, the ITV Player has been released for Windows Phone which is just like the Android and iOS versions. However, the STV Player app run by STV, who currently hold the ITV licence for Scotland, has been launched on Windows Phone. Users of the STV Player can input their postcode to verify they live in Scotland, thus allowing users who are visiting other regions of the UK, to use the app and view content. The STV Player app contains much of the content found on ITV Player. As of January 2020, the ITV Hub is not supported on Windows Phone. The UWP app can only be installed on the Xbox One and videos cannot be played through Microsoft Edge whether you're in mobile or desktop view.

#### Amazon Prime Video

ITV offered most of its programming as part of the "ITV Catch Up" subscription channel on Prime Video. As of 2024, the ITV Catch Up channel is no longer available.