Streaming in the UK has evolved rapidly, and ITVX has emerged as one of the most important homegrown platforms. Designed to replace ITV Hub, ITVX offers a more advanced, content-rich experience that blends live TV, on-demand shows, and exclusive originals—all in one place.
In this guide, we’ll explore everything you need to know about ITVX, from its features and content to pricing and why it stands out in the crowded streaming market.
What is ITVX?
ITVX is the official streaming service from ITV, one of the UK’s largest broadcasters. Launched in late 2022, it was created to compete with global platforms like Netflix and Amazon Prime Video while still focusing on British content.
It offers:
- Live streaming of ITV channels
- Catch-up TV
- Exclusive online-only shows
- A growing library of films and series
Key Features of ITVX
1. Free and Paid Options
One of ITVX’s biggest strengths is flexibility.
- Free tier (ad-supported): Access to a large library of shows with ads
- ITVX Premium: Ad-free viewing plus access to BritBox content
This makes it accessible to a wide audience, whether you want free content or a premium experience.
2. Strong British Content
ITVX shines when it comes to UK programming. You’ll find:
- Popular ITV shows like Love Island and The Chase
- High-quality dramas and crime series
- Reality TV and documentaries
It’s one of the best platforms if you enjoy British television.
3. Exclusive Originals
ITVX has invested heavily in original content, including:
- Exclusive dramas
- True crime series
- Early releases before TV broadcast
These exclusives help ITVX compete with global streaming giants.
4. Live TV Streaming
Unlike many streaming platforms, ITVX allows you to watch:
- ITV1, ITV2, ITV3, ITV4
- Live events (sports, reality show finals, etc.)
This makes it a hybrid between traditional TV and modern streaming.
5. User Experience
ITVX offers:
- Personalized recommendations
- Easy navigation
- Multi-device support (smart TVs, phones, tablets, and web)
The interface is designed to be simple and user-friendly.
ITVX vs Other Streaming Services
Compared to global platforms:
- More UK-focused content than Netflix or Disney+
- Free access option, which many competitors don’t offer
- Live TV integration, giving it an edge over purely on-demand services
However:
- Smaller content library than Netflix
- Ads in the free version may not appeal to everyone
Pricing
- Free Plan: £0 (with ads)
- Premium Plan: Monthly subscription (ad-free + extra content)
This pricing model makes ITVX one of the most accessible streaming services in the UK.
Who Should Use ITVX?
ITVX is perfect for:
- Viewers who enjoy British TV shows
- Users looking for a free streaming option
- People who want both live TV and on-demand content
It may be less ideal if you’re mainly interested in international blockbusters or large movie libraries.
Pros and Cons
✅ Pros
- Free streaming option available
- Strong UK content library
- Live TV included
- Affordable premium upgrade
❌ Cons
- Ads on the free plan
- Smaller global content selection
- Fewer blockbuster films compared to competitors
Final Thoughts
ITVX is a powerful addition to the UK streaming landscape. By combining free access, premium upgrades, and a strong focus on British entertainment, it offers something unique that global platforms don’t fully replicate.
Whether you’re catching up on your favourite ITV shows or exploring new originals, ITVX provides a flexible and accessible way to stream content in the UK.