Streaming services dominate entertainment today, and ITVX stands out as a bold player in the UK’s crowded market. Launched by ITV plc, this platform replaces the outdated ITV Hub, offering a vibrant mix of free and premium content. With exclusive shows, live TV, and thousands of hours of programming, ITVX aims to rival giants like Netflix and BBC iPlayer. This article dives deep into what makes ITVX unique, its latest updates as of April 2025, and why it’s a must-have for streaming fans.

What Is ITVX? A Fresh Take on Streaming

ITVX bursts onto the scene as ITV’s answer to modern viewing habits. Unlike its predecessor, ITV Hub, this service blends free, ad-supported content with a premium, ad-free option. Viewers enjoy everything from blockbuster films to exclusive dramas, all in one sleek interface. The platform, launched on December 8, 2022, caters to diverse tastes with its massive library and weekly content drops.

ITVX positions itself as the UK’s first integrated advertising and subscription-funded platform. This means you choose how you watch—free with ads or premium without. The service also incorporates BritBox UK for premium subscribers, adding a treasure trove of British classics. With over 15,000 hours of content at launch, ITVX delivers a richer experience than ITV Hub’s modest 4,000 hours.

Moreover, ITVX embraces a “digital-first” strategy. Many shows premiere on the platform months before airing on ITV’s linear channels. This approach ensures you stay ahead of the curve, binge-watching fresh content as soon as it drops. Whether you’re into drama, reality TV, or live sports, ITVX offers something for everyone.

The Evolution from ITV Hub to ITVX

ITV Hub served its purpose but struggled with clunky apps and limited content. Launched in 2008 as ITV Player, it grew to 30 million registered users by 2019. However, its outdated interface and technical glitches frustrated viewers. ITV recognized the need for a modern platform to compete with BBC iPlayer and Channel 4’s streaming service.

In March 2022, ITV announced ITVX as a game-changer. The service replaced ITV Hub, introducing a smoother user experience and exclusive programming. Unlike its predecessor, ITVX supports high-definition streaming and a broader device range. Additionally, ITV acquired the BBC’s share of BritBox UK, integrating its library into ITVX Premium for a richer offering.

Since its debut, ITVX has smashed streaming records. In its first month, streaming hours soared by 55% compared to the previous year, driven by the 2022 World Cup and exclusive shows. Even excluding sports, viewership climbed 29%. By December 2024, ITVX hit six billion streams, a 77% growth over ITV Hub’s final two years. These numbers highlight ITVX’s rapid rise as a streaming powerhouse.

What’s on ITVX? A Content Goldmine

ITVX boasts a jaw-dropping variety of content, catering to every viewer’s taste. From gripping dramas to laugh-out-loud comedies, the platform delivers fresh and classic programming. Let’s explore the key categories that make ITVX a one-stop entertainment hub.

Exclusive Dramas and Originals

ITVX shines with its exclusive dramas, many debuting months before ITV’s broadcast channels. Titles like A Spy Among Friends, starring Damian Lewis and Guy Pearce, and Nolly, featuring Helena Bonham Carter, captivated audiences at launch. Other standouts include Litvinenko with David Tennant and The Confessions of Frannie Langton, a period drama with Karla-Simone Spence.

In 2024, Mr Bates vs The Post Office emerged as ITVX’s most-watched commissioned title, closely followed by reality hits like Love Island and I’m A Celebrity… Get Me Out of Here!. Thrillers such as Red Eye and Trigger Point also ranked among the top-streamed shows. ITV commits to dropping new originals weekly, ensuring a steady flow of must-watch content.

Live TV and Sports

ITVX streams ITV’s main channels—ITV1, ITV2, ITV3, ITV4, and ITVBe—alongside themed FAST (Free Ad-Supported Streaming Television) channels. Live sports draw massive audiences, with Euro 2024 matches generating 133 million streams. The 2022 World Cup also fueled ITVX’s early success, with five major sporting events attracting nearly 70 million streams combined.

Beyond sports, ITVX offers live coverage of major events, from awards shows to breaking news. The platform’s news pop-up channel, expanded in December 2023, saw a 29% viewership increase year-on-year. This makes ITVX a go-to for real-time entertainment and information.

Films and Box Sets

Film buffs rejoice with ITVX’s extensive movie library. The platform streams 500 films annually, with 150 available at any time. Hits like Wonder Woman, Despicable Me, and the Fast & Furious franchise keep viewers glued to their screens. ITVX refreshes its film selection regularly, ensuring there’s always something new to watch.

Box sets are another major draw. ITVX offers over 200 series, including US favorites like The OC, Supernatural, and The Sex Lives of College Girls. Premium subscribers access BritBox’s vast archive, featuring classics from ITV, BBC, Channel 4, and Channel 5. With over 6,000 hours of premium-exclusive content, ITVX delivers unmatched variety.

FAST Channels and Kids’ Content

ITVX’s FAST channels provide a linear TV-like experience, catering to niche interests. Surviving channels include Inspector Morse, Midsomer Murders, Vera, and The Chase. For younger viewers, ITVX Kids and Lego Universe offer family-friendly entertainment. Seasonal channels like Xmas Movies add festive cheer.

However, ITVX reduced its FAST channels from 20 at launch to 12 by December 2023. This move sparked debate, as competitors like Channel 5 plan to expand their FAST offerings. Despite the cut, ITVX’s remaining channels target key demographics, particularly viewers under 55.

ITVX Premium: Is It Worth It?

ITVX offers two tiers: a free, ad-supported version and ITVX Premium, priced at £5.99 monthly or £59.99 annually. The premium plan unlocks a host of perks, making it a compelling choice for avid streamers. Here’s what you get with ITVX Premium.

Firstly, premium subscribers enjoy ad-free streaming for on-demand content. While live TV and contractual ITV promotions still include ads, this feature enhances the viewing experience. Secondly, ITVX Premium includes access to BritBox UK and StudioCanal Presents, adding thousands of hours of British and international content.

Additionally, premium users download shows for offline viewing on mobile devices, perfect for commutes or travel. Over 6,000 hours of exclusive content, including select dramas and films, are reserved for premium subscribers. A seven-day free trial lets you test the service before committing.

Despite these benefits, some users report issues. Complaints include occasional ads for premium users and technical glitches, such as buffering or app crashes. ITV insists it has resolved many early problems, but reviews suggest the app still lags behind competitors like BBC iPlayer in responsiveness.

Where Can You Watch ITVX?

ITVX supports a wide range of devices, ensuring accessibility for all viewers. As of April 2025, the app runs on iOS (14.0 or later), Android (7.0 or above), Amazon Fire TV and tablets, Apple TV, Chromecast, and Samsung Smart TVs (2016 onwards). Gamers access ITVX on PlayStation 4/5 and Xbox One/Series X/S.

Other supported platforms include Roku, Sky Glass, Sky Stream, Virgin Media, Freesat, Freeview Play, and YouView. However, Sky Q users still lack full ITVX support, with only limited catch-up content available. ITV continues to roll out updates, with recent additions like picture-in-picture mode for iOS users.

For regional viewers, ITVX offers six ITV1 variants, but mobile and browser versions don’t yet support all regional streams. This limitation frustrates some users, particularly in Scotland, where STV Player remains an alternative for ITV content. ITV plans to expand regional access under the new Media Act, which counts streaming-only news toward regional quotas.

Challenges and Criticisms

ITVX’s journey hasn’t been without bumps. Technical issues, inherited from ITV Hub’s buggy reputation, persist for some users. Common complaints include slow load times, buffering, and app crashes, especially during live events. A December 2024 outage left hundreds unable to stream, sparking outrage on social media.

User reviews on Trustpilot, with nearly 4,900 submissions, paint a mixed picture. Many call the app “clunky” or “unresponsive,” with some labeling it the “worst streaming app” they’ve used. Issues like pixelation, delayed navigation, and crashes after ad breaks frustrate viewers. Premium subscribers feel particularly shortchanged when ads appear or new series remain unavailable ad-free.

Internally, ITVX faces scrutiny. A 2024 Sunday Times report revealed cost-cutting measures and staff departures, surprising insiders who expected continued investment. Some ITV executives reportedly dislike the ITVX name, citing its similarity to adult website branding. Despite these challenges, ITV insists the platform’s growth outpaces competitors.

The Future of ITVX

Looking ahead, ITVX aims to solidify its place in the streaming landscape. ITV plans to boost regional news offerings, leveraging the Media Act to meet quotas via streaming. The platform will likely expand its FAST channels again, responding to the industry’s growing appetite for linear-style streaming.

ITV also eyes increased distribution and commercial opportunities. With advertising revenue projected to hit £750 million by 2026, ITVX remains a key driver of ITV’s digital strategy. Exclusive content will continue to premiere weekly, keeping viewers hooked. Shows like Transaction, a 2024 sitcom with Nick Frost, and international formats like For So Long, Marianne signal ITV’s global ambitions.

However, ITVX must address technical woes to rival Netflix or Disney+. Improving app performance, streamlining navigation, and ensuring ad-free consistency for premium users are critical. As viewing habits shift online, ITVX’s ability to deliver a seamless, content-rich experience will define its success.

Why ITVX Stands Out

ITVX blends the best of free and premium streaming, offering unmatched flexibility. Its vast library, weekly exclusives, and live TV options make it a versatile choice. While competitors like BBC iPlayer focus on license-fee-funded content, ITVX’s ad-supported model broadens its reach. The integration of BritBox UK adds a unique edge, appealing to fans of British TV.

For casual viewers, the free tier delivers thousands of hours of entertainment. Premium subscribers, meanwhile, unlock a curated, ad-free experience with offline viewing. Despite technical hiccups, ITVX’s growth—six billion streams in two years—proves its appeal. Whether you’re binge-watching Coronation Street or catching live sports, ITVX keeps you entertained.

FAQs About ITVX

1. What makes ITVX different from ITV Hub?

Cast of Black ITVX replaces ITV Hub with a modern interface, HD streaming, and over 15,000 hours of content. It offers exclusive shows, FAST channels, and a premium ad-free tier, unlike ITV Hub’s limited, ad-heavy setup. The digital-first strategy premieres content online before linear TV, catering to streaming-savvy viewers.

2. Is ITVX free to use, and what does the premium plan include?

ITVX provides a free, ad-supported tier with access to live TV, films, and box sets. The premium plan, at £5.99 monthly or £59.99 yearly, offers ad-free on-demand viewing, BritBox UK, StudioCanal Presents, and offline downloads. A seven-day trial lets you explore premium features.

3. Which devices support ITVX, and are there any limitations?

FIFA 25 ITVX runs on iOS, Android, Amazon Fire TV, Apple TV, Chromecast, Samsung Smart TVs, PlayStation, Xbox, and more. Sky Q lacks full support, offering only select catch-up content. Regional ITV1 streams are limited to mobile and browser versions, but ITV plans to expand access.

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