ITV Player Evolution: How ITVX Became Britain’s Leading Streaming Service

The Transformation from ITV Player to ITVX

ITVX is a British over-the-top, ad-supported streaming service operated by ITV plc, offering original content from the broadcaster, livestreams of ITV television channels, FAST channels, and exclusive and licensed programming. The service succeeds the ITV Hub, which originally launched on 5 December 2008 and had at least 30 million registered users by July 2019. What began as ITV Player has evolved into one of the UK’s most successful streaming platforms, reflecting the changing landscape of British television consumption.

Record-Breaking Streaming Success in 2025

ITV’s streaming service ITVX has already beaten its 2024 annual streaming total, passing 3.3 billion streams by 30 November with a month of viewing still to come. This remarkable achievement came a full month earlier than in 2024, underlining ITV’s claim that it remains the UK’s leading commercial BVOD (broadcaster video on demand) service. Drama remains ITVX’s largest single genre, accounting for 917 million of this year’s 3.3 billion streams to date.

Content Strategy and Innovation

2026 already looks set to be a bumper year on ITV and ITVX, with the platform implementing innovative release strategies. ITV has highlighted “Drama Drop Sundays” release pattern – a new drama boxset every Sunday, featuring UK originals that have each generated more than 20 million streams. Coronation Street and Emmerdale have collectively attracted nearly 500 million streams in 2025, up 30% year on year.

Technical Advancements and Advertising Solutions

The platform continues to innovate technologically. ITV has selected Yospace to deliver a new ad measurement and delivery solution for its channels on the PSB-backed streaming platform Freely. This development enhances advertising capabilities while maintaining user experience, demonstrating ITVX’s commitment to balancing commercial needs with viewer satisfaction.

Significance for UK Viewers

ITVX’s success represents a significant shift in how British audiences consume television content. Kevin Lygo, Managing Director of Media and Entertainment, said the streamer was “going from strength to strength”, adding that hitting almost 10 billion streams since launch solidifies ITVX’s position as the dominant commercial BVOD streaming service in the UK. For viewers, this means continued investment in quality British content, improved streaming technology, and a free-to-access platform that rivals international competitors while celebrating homegrown programming.