ITV Launches ITVX

ITV has launched ITVX - the UK's first integrated advertising and subscription funded (AVOD/SVOD) platform.
ITVX will be viewer led - viewers can choose to watch thousands of hours of content for free in an advertising funded tier or trade up to a subscription service which provides all that content ad-free and in addition provides thousands more hours of British boxsets from BritBox and other partners’ content.

In a step change to its traditional approach ITV will now adopt a digital first windowing strategy - premiering much of its new content first on ITVX and subsequently months later on ITV linear channels.

There will be something for everyone on ITVX, with more fresh new content dropping every week of the year than any other British video on demand platform.

As well as "streaming first" exclusives, all the drama and comedy ITV commissions will be made available to viewers in one go on ITVX, for free, as soon as the first episode has aired on ITV’s linear channels. The same will be true of the majority of reality series.

In the same service, subscription gives upgrade access to a premium tier where all of the free content can be viewed, without the ads, as well as a growing range of partner content, with exciting announcements to follow in due course.

Subscribers will also have access to BritBox which showcases the biggest streaming collection of UK series from BBC, Channel 4 and Channel 5 and includes exclusives such as Classic Doctor Who. BritBox has recently surpassed 733,000 subscribers, ahead of all business plan targets showing the popularity of the brand.

Until the launch of ITVX later this year, ITV Hub will continue to be the free streaming home of ITV, with ongoing plans to scale up the amount of content on the service in the run up to ITVX launch. ITV Hub currently has 4,000 hours of content while ITVX will have around 15,000 hours at launch.

BritBox will remain the standalone subscription home of the best of British content including forthcoming originals Why Don’t They Ask Evans? and The Dry, until later this year, when the content on ITV Hub and BritBox come together in what will be the new streaming home of ITV, ITVX.

The pricing of the subscription tier in ITVX will be announced later this year.