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ITV Hub was ITV’s live and catch-up streaming service from November 2015 until ITVX replaced it on 8 December 2022. ITV Hub itself was the successor to ITV Player and ITV.com; ITVX is the service viewers should look for today when they want ITV programmes, live channels, documentaries, box sets or catch-up television.
There is an important geographical limitation: ITVX is intended for viewers in the United Kingdom and is not generally available for normal streaming from the United States or other countries.
What was ITV Hub?
ITV Hub was ITV’s unified online destination for live television and on-demand programming. ITV launched it in November 2015, replacing both ITV Player and ITV.com across mobile devices, computers and connected-TV platforms. ITV said the service was available on 27 platforms at launch and was designed to let audiences watch ITV content either live or on demand. ITV’s 2015 results describe the change as a consolidation of its digital services into one destination.
The launch was more than a new web address. ITV presented the Hub as a redesigned service with a new name, appearance and navigation. Live channels were given a more prominent position, while viewers could browse or search for programmes to watch later. Contemporary coverage also described a “live swipe” feature for smartphones and tablets, intended to make switching to live television easier. Contemporary reporting from Engadget covered the launch design and its live-TV emphasis.
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What could you watch on ITV Hub?
ITV Hub combined two functions that had previously been more separate: live streaming of ITV channels and catch-up viewing of programmes after their broadcast.
Live ITV channels
Live viewing was central to the service from launch. Instead of using ITV’s website mainly as a gateway to programme information or a separate catch-up player, viewers could use the Hub to watch available ITV channels as they broadcast. The exact channel selection and availability depended on the viewer’s location, platform and ITV’s rights.
Catch-up programmes
ITV Hub also provided episodes from ITV’s programme catalogue after transmission. That included drama, entertainment, factual programming and documentaries, subject to the relevant rights and catch-up window.
Over its lifetime, the service developed beyond a short catch-up facility. ITV added or expanded:
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- Simulcast channels, allowing some channels to be watched live online.
- Complete box sets, so viewers could watch multiple episodes rather than waiting for each weekly broadcast.
- Early releases, with some programmes made available before their scheduled linear transmission.
- Curated and personalised features, including recommendations and ways to organise favourite programmes.
ITV’s later regulatory material describes this progression from a linear broadcaster model to catch-up video on demand, then to live simulcasts, box sets and a more personalised streaming service. ITV also documented examples of early releases, including ITVBe programming and dramas made available in full before their weekly broadcasts. ITV’s regulatory submission and its EarlyBe announcement provide more detail on that development.
Why can’t I find the ITV Hub app now?
Because ITV Hub was discontinued as ITV’s online streaming brand. ITV launched ITVX on 8 December 2022 and explicitly positioned it as the replacement and new online home for ITV content. ITV’s launch announcement described ITVX as a substantially expanded streaming service rather than merely a cosmetic renaming of the old app.
ITVX was introduced with a larger catalogue, new and exclusive programming, live events and two broad service levels: a free, advertising-supported option and a paid Premium option. The practical answer for anyone searching for ITV Hub today is therefore simple: search for ITVX, not ITV Hub.
ITV Player, ITV Hub and ITVX: the timeline
| Service | What it was | What happened to it? |
|---|---|---|
| ITV Player | ITV’s earlier catch-up service for watching programmes after broadcast. | Replaced by ITV Hub in November 2015. |
| ITV Hub | A unified live-TV and on-demand destination that also replaced ITV.com. | Replaced by ITVX on 8 December 2022. |
| ITVX | ITV’s current streaming service, offering live television, catch-up, box sets, curated channels and additional Premium content. | Active successor service, subject to UK availability and programme rights. |
How to watch ITVX on a television
For a compatible UK television, the simplest option is usually to install ITVX directly from the television’s app store. ITV’s current device list includes Samsung and LG smart TVs, Android TV, Google TV, Apple TV, Roku, Freeview Play, Freesat, NOW, PlayStation, Xbox, Sky, Virgin Media and YouView, among other platforms. Compatibility can vary by specific model and operating-system version, so check ITV’s current supported-TV and streaming-platform list before buying hardware.
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If a television does not have a convenient compatible app, an Amazon Fire TV Stick is one practical way for a UK viewer to add access to ITVX. The device supports the current ITVX service on compatible setups; it does not restore the discontinued ITV Hub branding. Amazon documented ITV Player availability on Fire TV before the Hub launch, and ITV’s current device information lists Fire TV Stick among the platforms that support ITVX. Amazon’s announcement provides the historical Fire TV context.
- Connect the Fire TV Stick to an available HDMI port and power it as directed by Amazon.
- Complete the Fire TV setup and connect it to the internet.
- Search the Amazon app store for ITVX, not ITV Hub.
- Install the ITVX app and sign in or create an ITV account.
- Choose live television, catch-up programmes or available box sets.
An HDMI cable is not automatically required when setting up a streaming stick because compatible Fire TV products normally connect through the television’s HDMI port using the supplied connection. An optional high-speed HDMI cable may be useful if you are connecting a streaming device to an older television or replacing a damaged cable, but it is not an ITVX-specific requirement.
Do you need an account for ITVX?
Yes. ITV’s current help documentation says a free account is required for functions including live ITV channels, catch-up viewing from the previous 30 days, premieres, box sets, favourites and profiles. The precise programmes available can still vary because streaming rights and regional restrictions apply. ITV explains its account requirement here.
That account requirement is different from saying that every ITVX feature requires payment. ITVX has a free, ad-supported tier. ITV also offers ITVX Premium, a paid tier that ITV describes as including ad-free on-demand viewing, additional films and shows, the BritBox catalogue and downloads on supported mobile devices. Live television can still contain advertising, and subscription prices may change, so consult ITV’s current help and subscription pages before relying on a quoted price.
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Generally, no. ITV Hub was designed for the UK market, and ITVX is geographically restricted because ITV’s programmes are licensed for particular territories. ITV states that viewers outside the UK cannot normally stream its live or on-demand programmes.
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This matters especially to readers in the United States: installing the app or owning a compatible Fire TV device does not by itself make ITVX available in America. The service’s availability is determined by location, rights and ITV’s access controls, not just by the hardware.
ITV’s help centre also says that VPN or proxy detection can prevent playback when the service identifies an apparent attempt to access ITVX from outside the UK. It is therefore not appropriate to present a VPN as a dependable or officially supported solution. ITV’s location and VPN guidance explains the restriction. ITV Premium users may be able to download eligible programmes in the UK for offline viewing abroad for a limited period, but that is not the same as being able to stream ITVX normally from the United States.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What replaced ITV Hub for live and catch-up TV?
ITVX replaced ITV Hub as ITV’s current home for live and catch-up television. The current service includes live access to channels such as ITV1, ITV2, ITVBe, ITV3 and ITV4, along with curated streaming channels and on-demand programming, subject to platform, rights and regional availability. ITV’s live-TV help page explains how the current service works.
The distinction is worth keeping clear. ITV Hub was the major 2015 transition from ITV Player and ITV.com into a single live-and-on-demand destination. ITVX is the later 2022 successor, designed as a broader streaming service with more catalogue programming, exclusives, live events and a Premium tier. So if you are researching an old programme guide, documentary, television review or device manual, “ITV Hub” is the historical name; if you are trying to watch ITV content now, “ITVX” is the relevant name.
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Frequently Asked Questions
Is ITV Hub still available?
No. ITV Hub was replaced by ITVX on 8 December 2022. Search for the ITVX app or visit ITV’s current website instead.
Was ITV Hub the same as ITV Player?
No. ITV Hub replaced ITV Player and ITV.com in November 2015, combining live ITV channels with catch-up and on-demand viewing.
Is ITVX free?
ITVX has a free, advertising-supported tier, although an account is required for features such as live channels, catch-up, premieres and box sets. ITVX Premium is a separate paid tier with additional benefits.
Can I watch ITVX from the United States?
ITVX is intended for viewers in the UK and normally does not stream live or on-demand programmes to viewers in the United States. ITV also says VPN or proxy detection can prevent playback.
Can I watch ITVX on an Amazon Fire TV Stick?
ITV lists Fire TV Stick among the platforms that support ITVX, although compatibility can vary by device and software version. This provides access to ITVX, not to the discontinued ITV Hub app.
The Bottom Line
Bottom line: ITV Hub was ITV’s 2015 replacement for ITV Player and ITV.com, bringing live and catch-up television together. It was itself replaced by ITVX on 8 December 2022. UK viewers should use ITVX, while viewers in the United States should be aware that ITV’s live and on-demand streaming is generally UK-restricted.
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