ITVX

ITVX is a British over-the-top and ad-supported streaming service operated by ITV plc. The service offers original content from the broadcaster, livestreams of the 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.

In March 2022, ITV announced the launch of ITVX, an integrated advertising and subscription-funded platform. 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.

During the same month, it was announced that ITV bought out the BBC's share in the UK version of BritBox, and would also include access to the service for ITVX Premium subscribers. The BBC will continue to operate the international BritBox service while remaining a content provider for ITVX.

The service was rolled out on 17 November 2022 before officially launched on 8 December.

On 28 February 2023, it was confirmed that ITVX Premium users would have access to StudioCanal Presents, which launched in the spring of that year. On 10 March 2023, it was confirmed that ITVX would become the new home of CITV content, with the launch of a dedicated hub called "ITVX Kids" from 22 July 2023.

On 30 May 2024, AMC Reality shows were added to the service.

By April 2024, BritBox UK ceased to exist as a standalone platform and was fully absorbed into ITVX's premium tier.