ITV has offered programmes online since 2008, when ITV Player — later renamed ITV Hub — launched as a catch-up website; by July 2019 the Hub had at least 30 million registered users. In March 2022 ITV announced something more ambitious: ITVX, a single platform paid for by both advertising and subscriptions, with more exclusive programming, pitched directly against BBC iPlayer and Channel 4's streaming service. The same month ITV bought the BBC's share in BritBox UK, giving ITVX Premium subscribers access to it.
Streaming first
ITVX began rolling out on 17 November 2022 and formally launched on 8 December — a delay that also moved the debut of A Spy Among Friends, with Guy Pearce as the double agent Kim Philby and Damian Lewis as his friend Nicholas Elliott, from 1 November. The opening weeks were built around streaming premieres: David Tennant in Litvinenko, made for ITVX, from 15 December, and Riches, a drama about the family behind a cosmetics empire, from 22 December. Russell T Davies's Nolly, with Helena Bonham Carter as the Crossroads star Noele Gordon, followed on 2 February 2023 and reached ITV1 only that Christmas.
Building the library
Since launch ITVX has become the home of CITV's children's programmes through ITVX Kids (from July 2023), fully absorbed BritBox UK by April 2024, brought in NBCUniversal's Hayu, and in July 2025 began sharing selected titles with Disney+. In November 2025 ITV confirmed it was in talks to sell its media and entertainment division, which includes ITVX, to Sky.
Key dates
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ITV's catch-up service launches
ITV Player, later renamed ITV Hub, begins offering programmes online.
Source: Wikipedia: ITVX
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ITVX announced
ITV unveils plans for a combined ad- and subscription-funded streaming platform.
Source: Wikipedia: ITVX
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ITVX launches
The service officially replaces ITV Hub after a rollout from 17 November; A Spy Among Friends is among its first dramas.
Source: Wikipedia: ITVX
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Litvinenko premieres
David Tennant's drama about the 2006 poisoning debuts on ITVX.
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Nolly premieres
Russell T Davies's drama about Crossroads star Noele Gordon streams on ITVX ahead of ITV1.
Source: Wikipedia: Nolly (TV series)
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BritBox UK absorbed
BritBox UK ceases to exist as a separate platform and becomes part of ITVX Premium.
Source: Wikipedia: ITVX