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ITVX is ITV’s streaming service for the UK. It replaced ITV Hub on 8 December 2022 and offers a free, ad-supported catalogue alongside the optional ITVX Premium tier. As well as catch-up television, it includes box sets, films, documentaries, live ITV channels, selected live events, children’s content and streaming exclusives.
ITVX in brief
ITVX is ITV’s UK streaming service. It replaced ITV Hub on 8 December 2022 and combines free, ad-supported streaming with an optional paid tier called ITVX Premium. You can use it for ITV catch-up programmes, exclusive premieres, box sets, films, documentaries, children’s content, news, live ITV channels and selected live events.
It is therefore more than a catch-up player. ITV describes ITVX as having approximately 15,000 hours of content and thousands of box sets, although the exact catalogue changes as programmes arrive, leave and move between availability windows.
What can you watch on ITVX?
The service brings several types of viewing together in one place:
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- ITV programmes: dramas, documentaries, comedy, reality, entertainment and factual series.
- Catch-up television: many recent ITV programmes, generally including shows from the previous 30 days, although availability depends on rights and the individual programme.
- ITVX exclusives: selected programmes released directly as streaming premieres or made available ahead of, or separately from, a conventional broadcast schedule.
- Box sets: complete or partial series that can be watched on demand.
- Films: a changing selection of ITV and acquired films.
- Live television: streams of ITV1, ITV2, ITVBe, ITV3 and ITV4, plus selected live events.
- Themed channels: curated, continuous channels showing selected ITV content in a FAST-style format.
- News and regional content: availability can be affected by the viewer’s location within the UK.
- Children’s programming: available through a separate kids profile.
The catalogue is not permanent. Licensing agreements can cause films, acquired series and some ITV programmes to disappear, while the service’s homepage and recommendations change as new titles are added. If you are looking for a particular documentary or series, check its current ITVX listing rather than assuming that every ITV broadcast remains available indefinitely.
Is ITVX free?
Yes, ITVX has a free tier, but you must register for an account. The free service includes advertising and provides access to a substantial selection of live television, catch-up programmes, exclusives and box sets. A free account also lets you create a personalised My List, resume programmes you have started and use a separate children’s profile.
You can create the account through the ITVX website or mobile app. The free tier is not the same as watching every ITV programme without restriction: rights, regional availability, advertising and device support can all affect what you see.
What is ITVX Premium?
ITVX Premium is the optional paid subscription. ITV’s currently listed price is £5.99 per month or £59.99 per year. Prices and inclusions can change, so confirm the current price on ITVX before subscribing.
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- Most ITVX on-demand programmes without ordinary adverts.
- Hundreds of additional films and programmes labelled as Premium.
- The full BritBox catalogue available through the ITVX Premium offering.
- Downloads on supported iOS and Android phones and tablets.
What “ad-free” does not mean
ITVX Premium’s ad-free benefit mainly applies to the on-demand library. Live television continues to contain adverts. Some programmes may also include ITV promotions or other messages where contractual obligations require them. Premium does not remove every interruption from every type of viewing.
Can you download ITVX programmes?
Eligible Premium programmes can be downloaded for offline viewing on supported mobile devices. Downloads are subject to licensing restrictions and are not a general feature for every television, computer or streaming-device version of the app.
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ITV says a downloaded programme can be watched abroad in limited circumstances for up to seven days. The download must be made on an eligible iOS or Android phone or tablet before travelling. This is different from having unrestricted international access to ITVX.
Can you watch ITVX outside the UK?
Normally, no. ITVX’s live and on-demand streaming is restricted to the UK because ITV’s broadcast and content licences are geographically limited. A connection that appears to be outside the UK can be blocked, including when ITVX detects an apparently non-UK connection.
ITVX also uses the postcode associated with an account to help determine regional news, weather, ITV1 content, advertising and rights obligations. This means that availability may vary within the UK, including in parts of Scotland where other broadcasters hold rights to particular programmes.
Premium does not turn ITVX into an international streaming service. The practical exception is limited offline viewing: a Premium subscriber may download eligible content to a supported mobile device in the UK before travelling and watch that download for the permitted period.
Which devices support ITVX?
ITVX is available through its website and mobile apps, as well as a wide range of connected televisions, streaming players, games consoles and pay-TV platforms. ITV’s compatibility list includes:
- Amazon Fire tablets, Fire TV Cube, Fire TV Stick and Fire TV televisions.
- Android TV and Google TV devices.
- Apple TV.
- Freely, Freesat and Freeview Play devices.
- LG Smart TVs from 2016, subject to model and software restrictions.
- Roku and NOW devices, subject to firmware requirements.
- PlayStation 4 and PlayStation 5.
- Samsung Smart TVs from 2017, subject to model and software restrictions.
- Sky Q, Sky Glass and Sky Stream.
- Virgin Media platforms and YouView.
- Xbox consoles.
Compatibility is not identical across every device. A platform may support on-demand viewing but have narrower support for live television, downloads or other features. ITV’s current device list should be checked for the exact model and operating-system version.
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How to watch ITVX on a television without the app
If your television does not support ITVX, a compatible streaming device can add access to the service. An Amazon Fire TV Stick is one option explicitly listed among ITVX-supported platforms. It provides a way to install and use the ITVX app on a compatible television, but it does not include ITVX Premium, remove adverts, or bypass ITVX’s UK geographic restrictions.
Roku, Google TV and Apple TV devices are also listed among ITVX-compatible platforms, but support can vary by model, firmware and feature. Check the current ITVX compatibility information before buying any device, particularly if live ITV channels are important to you.
Does ITVX include live TV?
Yes. ITVX includes live streams of ITV1, ITV2, ITVBe, ITV3 and ITV4, together with selected live events. Live-TV support is more limited on some devices than general on-demand access, and not every broadcast is necessarily available online.
Rights and regional arrangements can affect live programming. A programme shown on an ITV broadcast channel may be unavailable in a particular area, unavailable on a particular device, or available only as a live stream rather than later as an on-demand programme.
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How ITVX differs from ITV Hub
ITVX is the successor to ITV Hub, which it replaced in December 2022. The change was more substantial than a simple name update. ITV positioned ITVX as a broader streaming product with:
- Free streaming premieres and a larger on-demand focus.
- An optional paid tier with fewer interruptions and extra content.
- BritBox programming through Premium.
- Films, box sets and themed streaming channels.
- Live events and live ITV channel streams.
- A more streaming-first release strategy.
It is not safe to assume that every programme that appeared on ITV Hub automatically remains on ITVX. Individual rights windows, regional rules, device compatibility and the distinction between live and on-demand viewing still apply.
ITVX through Prime Video
In October 2025, ITV announced ITVX Premium as a £5.99-per-month add-on through Prime Video in the UK. This option provides an alternative billing and app environment for accessing the ITVX Premium offering. It should not be interpreted as evidence that ITVX is available internationally through Prime Video: the same UK rights restrictions apply.
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If you subscribe through a third-party platform, check which app handles playback, billing and cancellation before signing up. The price and terms can change independently of the wider ITVX service.
How to choose between free ITVX and Premium
| Your priority | Most suitable option | What to expect |
|---|---|---|
| Occasional ITV catch-up | Free ITVX | Registration required; advertising is included. |
| Regular ITV box-set viewing | Free ITVX first, then compare Premium | Check whether the specific series is free, Premium-only or still available. |
| Fewer interruptions during on-demand viewing | ITVX Premium | Most on-demand content is ad-free, but live TV still has adverts and promotions may remain. |
| BritBox programmes in the same service | ITVX Premium | The Premium offering includes the BritBox catalogue, subject to current terms. |
| Offline viewing while travelling | ITVX Premium | Download eligible programmes to a supported iOS or Android phone or tablet before leaving the UK. |
| Watching on an unsupported TV | Compatible streaming device | Check the exact model and live-TV support before buying; hardware does not include Premium. |
Why a programme may be missing from ITVX
If you cannot find a programme, work through these checks:
- Search the title again. It may have moved from catch-up to a box-set or Premium section.
- Check the date. Catch-up availability commonly covers recent programmes, but the exact window varies.
- Check your region. Your postcode and UK region can affect news, weather, ITV1 content and rights-controlled programmes.
- Check whether it is live-only. A broadcast may be available live without becoming an on-demand programme afterwards.
- Check the device. The programme or live stream may work on the website or one device family but not another.
- Check licensing changes. Films and acquired series can leave when their rights window expires.
- Check your subscription level. Some titles are labelled Premium and will not be available on the free tier.
Frequently asked questions
Is ITVX the same as ITV Hub?
No. ITVX replaced ITV Hub on 8 December 2022, but it is intended as a broader streaming service, adding a stronger on-demand catalogue, streaming premieres, Premium content, BritBox programming, films, themed channels and selected live events.
Do I need an account to watch ITVX?
Yes. Even the free service requires registration and sign-in.
Does ITVX Premium remove adverts from live ITV?
No. Premium primarily removes ordinary adverts from on-demand viewing. Live television continues to include adverts, and some contractual promotions may appear in programmes.
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ITVX is a UK service and its normal live and on-demand streaming is restricted to the UK. Premium does not provide general international access.
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- For Game Enthusiasts: This 8K Ultra High Speed HDMI Cable can achieve a super smooth picture of 4K@120HZ. Its latest game mode supports variable refresh rate, maximizes the value of the graphics card and CPU to obtain a smoother and more detailed picture
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Can I watch ITVX without a smart TV?
Yes, if you use a supported streaming device or another compatible platform. An Amazon Fire TV Stick is one explicitly supported option, but the device does not include a Premium subscription.
How long do programmes remain on ITVX?
There is no single permanent retention period. Recent catch-up programmes are generally available for around 30 days, while other titles remain according to their broadcast and licensing arrangements.
Frequently Asked Questions
Is ITVX the same as ITV Hub?
No. ITVX replaced ITV Hub on 8 December 2022 and expands the service with streaming premieres, Premium content, BritBox programming, films, themed channels and selected live events.
Do I need an account to watch ITVX?
Yes. Registration and sign-in are required for the free ad-supported service.
Does ITVX Premium remove adverts from live TV?
No. Premium mainly removes ordinary adverts from on-demand programmes. Live television still contains adverts, and contractual promotions may remain.
Can I watch ITVX outside the UK?
Normal live and on-demand streaming is restricted to the UK because of broadcast and content rights. Eligible Premium downloads can be watched abroad for a limited period if downloaded to a supported mobile device before travel.
Can I watch ITVX without a smart TV?
Yes. ITVX can be watched through compatible streaming devices, including an Amazon Fire TV Stick, as well as supported smart TVs, consoles and pay-TV platforms. The exact model and features should be checked first.
The Bottom Line
ITVX is ITV’s UK streaming service, with a substantial free ad-supported tier and an optional Premium subscription. Use it for ITV catch-up, box sets, documentaries, films, live channels and selected exclusives, but remember that catalogues, rights, regional access and device support change. Premium offers more content and fewer on-demand adverts—not advert-free live television or unrestricted viewing abroad.
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