From ITV Player to ITVX: The Evolution of Britain’s Streaming Service
The Transformation of ITV’s Streaming Platform
The ITV Player, later known as the ITV Hub, was launched in 2008, marking ITV’s entry into the digital streaming world. For over a decade, this service provided viewers with catch-up television content, evolving through multiple iterations before undergoing its most significant transformation yet.
In March 2022, ITV announced the launch of ITVX, an integrated advertising and subscription-funded platform, signalling a major shift in the broadcaster’s digital strategy. ITVX is a new streaming platform which replaced ITV’s current VOD service ITV Hub, and launched on Dec. 8 2022, positioning itself as a comprehensive entertainment destination.
A Bold Rebrand for the Streaming Age
The transformation from ITV Player to ITVX represented more than just a name change. The service serves as a replacement for ITV Hub, taking over as the broadcaster’s catch-up service, and is positioned as a direct competitor to BBC iPlayer and the Channel 4 VOD service, featuring more exclusive programming and a selection of FAST channels.
The launch of ITVX has tipped the scales of the streaming world, with the new service overtaking the likes of Disney+ and All 4 as the UK’s fourth most considered streaming service. This remarkable achievement demonstrates the platform’s successful repositioning in Britain’s competitive streaming landscape.
What ITVX Offers Today
ITVX is the UK’s freshest streaming service, with exclusive new shows, blockbuster films, live events and thousands of boxsets all in one place. The platform distinguishes itself by offering both free ad-supported content and a premium subscription tier priced at £5.99 per month.
Just four months after going live, ITVX had delivered one billion streams and today, the service has over 40 million registered users. This impressive growth reflects viewer appetite for the platform’s expanded content library and improved user experience.
Recent Developments and Future Outlook
ITVX continues to expand its offerings through strategic partnerships. On 10 July 2025, Disney and ITV announced they would share shows and films, marketed as a ‘Taste of ITVX’ and a ‘Taste of Disney+’, with ITV shows appearing on Disney+ including Endeavour and The 1% Club whilst Disney content appearing on ITVX included Andor and Lilo & Stitch: The Series.
ITV powers into 2026 with a portfolio of brand new shows, brilliant new dramas and a raft of top tier talent, with ITV ringing in the new year with a raft of brand new dramas, exclusive entertainment shows, much loved juggernauts and big name reality. As the platform continues to evolve, it represents ITV’s commitment to remaining competitive in the rapidly changing streaming landscape, offering viewers a compelling British alternative to international streaming giants.