ITVX Streaming Service

ITVX is a leading British streaming service launched by ITV plc in late 2022, replacing the previous ITV Hub platform. It serves as the primary digital destination for ITV's live television channels and extensive library of on-demand content, including original dramas, comedies, and acquired international programming. The brand represents a significant digital transformation for the heritage broadcaster, aiming to compete with global streaming giants by offering both free ad-supported and premium subscription tiers.

The service is developed and maintained primarily within the United Kingdom by ITV plc's internal technology and digital media teams. As a domestically focused platform, its infrastructure and content strategy are deeply rooted in the British media landscape. The ownership remains firmly with ITV plc, an iconic British media company that has been a cornerstone of the UK's commercial broadcasting sector since the 1950s.