What ITVX does

ITVX is the direct-to-consumer streaming platform of ITV plc, operated by ITV Consumer Limited, and launched in 2022 as a rebrand of the prior ITV Hub service. The platform serves UK consumers exclusively (geo-restricted per content-owner agreements) through a freemium model: a free ad-supported tier offering 15,000 hours of on-demand programming plus live linear streaming of ITV's broadcast channels, and a premium subscription tier at £5.99/month that adds ad-free on-demand viewing, 18,000 hours of content, BritBox classic boxsets, and mobile download capability. Content spans ITV's heritage library (including Coronation Street, Emmerdale, Love Island), exclusive dramas and reality series, films, documentaries, ITV News, kids programming, and live sports such as World Cup coverage and WWE-affiliated wrestling. Distribution extends across web (itv.com/watch), native iOS and Android apps, Samsung/LG smart TVs, streaming devices (Fire TV, Apple TV, Roku), gaming consoles, and partner set-top boxes operated by Sky (including Sky Glass), BT/YouView, and Virgin Media.

The underlying platform architecture combines a video-streaming stack with personalization, recommendation systems, and targeted-advertising infrastructure that ingests first-party viewing data alongside third-party data partnerships. The Addressable Platform Limited (within ITV Group) and STV Player integration enable dynamic ad insertion and household-level targeting across owned and partner surfaces. Authentication supports Google and Apple sign-in, and the product surface includes modular features such as My List (personal watchlist), Kids Profiles (with restricted data collection), ITV Win (real-money gaming via Richmond Atlantic), and FAST-style specialty channels (ITVX Kids, ITVSigned, ITVX Classics, Reality 24/7, Space Live, ITV NatureTime). Content verticals are organized by genre (Drama, Films, Comedy, Entertainment, Reality, Kids, Sport, Documentaries, Current Affairs, Lifestyle), and the platform curates editorial collections plus a Disney+ 'Taste of' branded shelf.

The business model is dual-revenue: AVOD advertising on the free tier (leveraging first- and third-party data for personalization and frequency capping) plus SVOD subscription on the Premium tier, supplemented by affiliate marketing commissions via Skimlinks. The go-to-market motion is product-led growth combined with broadcast cross-promotion from ITV linear channels, social media presence across Facebook, Instagram, X/Twitter, and TikTok, and email marketing to registered users. The customer base is segmented horizontally — general UK consumers, sports enthusiasts, mobile/commuter viewers, and families with children — with no enterprise segment and no named B2B customers. ITVX is a wholly-owned subsidiary of ITV plc, which is publicly listed on the London Stock Exchange; ITVX-specific revenue is not separately disclosed.

Name

ITVX

Legal name

ITV Consumer Limited

Website

https://itv.com

Company type

Private

Founded year

2022

Operating status

Operating

Short description

ITVX is ITV plc's UK-only streaming platform, offering free ad-supported and £5.99/month premium tiers with 18,000+ hours of on-demand content, live ITV channels, BritBox, and Disney+ content, distributed across web, mobile, smart TVs, and major UK pay-TV set-top boxes.

Ownership category

akta.pro rank

Product category

Video Streaming Service

NAICS

Broadcasting and Content Providers (516), Television Broadcasting Stations (516120)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

Live TV Streaming (vMVPD/IPTV OTT) (MPACAAAD)

akta.pro secondary industry

Basic Cable Networks (MPABAFAC)

Keywords

• Streaming video service
• Live TV streaming
• Video on demand
• Ad-supported streaming
• Premium subscription video

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Infrastructure, Technology or R&D, Marketing or Sales, Personnel

Revenue model

1. Advertising (AVOD): The free tier is funded by advertising. ITV collects user data including viewing behavior and uses cookies and similar technologies to deliver targeted advertisements. The platform utilizes first-party and third-party data for ad personalization and frequency capping.
2. Premium Subscription (SVOD): ITVX Premium subscription at £5.99/month provides ad-free viewing, access to 18,000 hours of content (vs 15,000 free), BritBox access, and mobile download capability. No contract required with cancel-anytime flexibility.
3. Affiliate marketing: Commission earned through affiliate marketing links (via Skimlinks) when users click through to purchase products advertised on the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels5 records

Core offering

ITVX is a unified streaming platform operated by ITV Consumer Limited, offering live broadcast television and on-demand content through a freemium model. The free tier provides 15,000 hours of ad-supported content including ITV channels, dramas, films, documentaries, reality shows, news, and kids programming. The ITVX Premium tier at £5.99/month adds ad-free viewing, offline mobile downloads, 18,000 hours of content, and access to BritBox classic boxsets.

Product overview

ITVX is a unified streaming platform operated by ITV Consumer Limited, offering both live broadcast television and on-demand content through a freemium model. The core product ITVX provides 15,000 hours of free ad-supported content including live TV channels (ITV1, ITV2, ITV3, ITV4, ITVBe, and specialty channels), on-demand dramas, films, documentaries, news, and kids programming. The platform's premium tier ITVX Premium (£5.99/month) adds ad-free viewing, offline downloads, 18,000 hours of content, and access to BritBox classic boxsets. Key product modules include My List (personal watchlist), ITV Win (competitions and games), Kids Profiles (child-safe viewing environments), and ITVX Live (real-time channel streaming). Content is organized into vertical categories including drama, crime thrillers, true crime, films, comedy, documentaries, and news. The platform integrates with distribution partners including Sky, BT, Virgin Media, and YouView for smart TV and set-top box access, while authentication supports Google and Apple sign-in options.

Differentiator

Problem solved

Functional benefit

Products and services

• ITVX The primary streaming platform for ITV content, offering live TV streaming, on-demand films, drama series, documentaries, reality shows, news, and kids content with both a free ad-supported tier and a premium subscription tier.
• ITVX Premium Premium subscription tier priced at £5.99/month offering ad-free viewing of on-demand content, offline downloads to mobile devices, access to 18,000 hours of shows and films, and BritBox classic boxsets.
• ITVX Live Live streaming capability allowing users to watch ITV's broadcast channels in real-time, including ITV1, ITV2, ITV3, ITV4, ITVBe, and specialty channels such as The Walking Dead Universe, Space Live 24/7, ITVX Kids, ITV NatureTime, ITVSigned, ITV Classics, and Reality 24/7.
• ITV News News content platform providing UK national and regional news coverage including politics, world news, health, entertainment, royal coverage, weather, and investigative journalism.
• ITV Win (Prizes) Prize draws, competitions, and games platform integrated within ITVX. The service includes ITV Win Spins and ITV Win Bingo real money gaming services operated by Richmond Atlantic Ltd.
• ITVX Films Film streaming section featuring collections including latest releases, Harry Potter franchise, action movies, family films, comedies, thrillers, sci-fi and fantasy, Bollywood films, and British cinema.
• ITVX Drama Drama content section featuring crime thrillers, detective dramas, true crime, costume dramas, comedy dramas, and international series including US and foreign language content.
• BritBox on ITVX Classic British television boxsets from BritBox included with ITVX Premium subscription, featuring British comedy, drama, and heritage programming such as Only Fools and Horses and Dad's Army.

Quantifiable outcome

• Access to 15,000+ hours of free content and 18,000+ hours with premium

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability4 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• STV (STV Player)coreTechnology or IntegrationITV processes data for STV Player registered customers for targeted advertising purposes. STV shares registration data and usage information with ITV for advertising on the STV Player platform. ITV becomes the data controller for this data solely for advertising purposes.
• The Addressable Platform LimitedcoreTechnology or IntegrationPart of the ITV Group, this entity receives identifiers and information from ITV to enable targeted advertising delivery for media buyers and advertisers on ITV services.
• BARB (Broadcasters Audience Research Board)minorOthersBARB collects viewing information to determine UK TV audience sizes. ITV shares usage data with BARB for industry-standard audience measurement purposes.
• Meta (Facebook/Instagram)minorGTM or Marketing PartnerITV uses Meta's tracking pixels and cookies for marketing purposes, allowing targeted advertising promotion of ITV services on Facebook and Instagram platforms.
• SkimlinksminorGTM or Marketing PartnerAffiliate marketing partner that enables ITV to earn commission when users click affiliate links in ITV ads or services and make purchases.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BBC iPlayer: The BBC's flagship streaming service offering free live TV and on-demand content to UK viewers. It is the most direct competitor to ITVX as the UK's other major free, ad-supported broadcaster streaming platform, competing for the same audience and live TV viewing occasions.
• BritBox: Subscription streaming service specializing in classic British television content. Functionally overlaps with ITVX Premium's BritBox integration and competes for the same British-heritage content audience, although BritBox is now actually bundled within ITVX Premium.
• My5 (Channel 5): Channel 5's free streaming service delivering live TV and on-demand content to UK viewers. It is a direct peer as another UK commercial broadcaster's AVOD streaming platform with similar scope, scale, and challenge of competing against the BBC's iPlayer alongside ITVX.
• NOW (Sky): Sky's contract-free streaming service offering live Sky channels and on-demand content via monthly passes. Directly comparable to ITVX Premium as a UK-focused paid streaming service with live TV streaming, although NOW is pay-TV-centric and dependent on internet delivery rather than set-top boxes.
• Channel 4 (All 4): Channel 4's free, ad-supported streaming service offering catch-up and on-demand content from Channel 4's main channels and on-demand originals. Directly comparable to ITVX in its UK free-to-air broadcaster streaming model, AVOD monetization, and content mix of dramas, reality, and documentaries.
• STV Player: STV's regional streaming service for Scotland, distributing ITV content with regional advertising. A direct data and content partner of ITVX that operates a similar AVOD streaming model but for the Scottish regional market.

Broad incumbents

• Amazon Prime Video: Amazon's subscription video service bundled with Prime membership, including live Premier League streaming in the UK. Competes with ITVX for UK subscription share and live sports occasions, with much broader content investment.
• Netflix: The dominant global subscription streaming service. Competes with ITVX Premium for UK subscription share and sets the pricing/content benchmark, but operates globally with vastly larger content budget and original programming scale.
• Disney+: Disney's premium subscription streaming service including Marvel, Star Wars, and Disney content. Competes with ITVX in the UK SVOD market and is also a content partner, distributing Disney+ content through ITVX's "A Taste of Disney+" collection.

Emerging players

• Channel 5 (Viaplay): Nordic Entertainment Group's streaming service expanding in the UK with Viaplay Select partnerships. A newer entrant in the UK streaming market with some comparable on-demand content positioning, though Viaplay has since reduced its UK footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ITVX