ITVX price, shows, live TV and what you need to know about ITV's streaming service

The ITVX logo in yellow over a green background.
(Image credit: ITV)

If you want to watch ITV online, whether it's live TV from the broadcaster's channels or some of its box sets, sports or movies on demand, you'll need to boot up ITVX. This is ITV's streaming service.

ITVX has gone through many names like ITV Player and ITV Hub, but ITVX has been its name since late 2022. It has a large video-on-demand library of shows and movies made by, or licensed by, ITV, as well as live content like sports and ITV's channels.

While ITVX is free for anyone who pays their license fee, you can opt to spend £5.99 per month on ITVX Premium which lets you avoid ads and watch from several other streaming services at no extra cost, making it a great deal for streaming fans.

Read on for everything you need to know about ITVX.

Can you watch ITVX for free? Or how much does ITVX cost?

ITVX is free to use — the streaming service lets you stream new and older shows, movies and exclusives without paying (well, other than your license fee). It's an ad-supported service, which means you'll be seeing advertisements in the middle of your videos.

You can pay for ITVX Premium though, which we'll explore more in the next section. The price for that is £5.99 per month or £59.99 per year, which is the same price as Britbox.

What is ITVX Premium?

If you're okay with paying £5.99 monthly or £59.99 annually, you can subscribe to ITVX Premium here. There's a 7-day free trial if you want to test the service first.

One useful perk of ITVX Premium is that you no longer have to deal with adverts in your shows, breaking up the flow or adding to your streaming time. That's not the case for live TV, or adverts that are actually part of the show but you won't have your streaming interrupted by app ones.

Another great benefit is that ITVX Premium lets you access the entire Britbox library, which includes ITV shows as well as ones from the BBC, Channel 4 and Channel 5, as well as content from StudioCanal Presents. 

If you like to stream on your phone or tablet, ITVX Premium lets you download shows to watch offline (on these devices and more, like laptop and PC), a feature not available for free users.

Some of the standard ITVX library is only available to Premium subscribers too, with ITV stating that over 6,000 hours of video are only for paying users. By the sounds of it, many ITVX exclusives will be added to Premium instead of the standard tier.

Can you watch live TV on ITVX?

You can watch lots of ITV's live TV channels from ITVX, as well as an odd smattering of other ones too. You can find ITVX's live TV streaming home here.

This line-up will likely change over time, with a few temporary channels, but upon launch the available channels were:

  • ITV 1
  • World Cup Classics
  • ITV 2
  • ITV Be
  • ITV 3
  • ITV 4
  • CITV
  • Xmas Movies
  • Love Island
  • Classic Movies
  • Crime / Drama
  • Saturday Night Every Night
  • True Crime International
  • Vera
  • The Chase
  • ITV Classics
  • The Real Housewives UK
  • Midsomer Murders
  • Out of This World
  • Love Island International
  • ITV Signed
  • World of Morse
  • Loved Up
  • Hell's Kitchen
  • Unwind

What's on ITVX? Does ITVX have exclusive content?

There are a number of programmes that will debut on ITVX first, before arriving on ITV's broadcast channels six to nine months later. So if you're wanting to watch things as soon as they release, ITVX is the place to be!

In fact, when announcing the ITVX launch date, it was said that the service will get new content every week of the year, in an apparent bid to rival Netflix's similar claim made at the beginning of 2022.

The broadcaster has confirmed that ITVX will feature 35 flagship shows, 250+ films and 200+ series available at launch, plus 150+ hours of true crime programmes including exclusives Monster in My Family and The Case Against Cosby.

The Confessions of Frannie Langton

The Confessions of Frannie Langton is one of the shows premiering on ITVX. (Image credit: ITV)

Other ITVX exclusive content includes some great comedy, including a new series called Deep Fake using modern techniques to create hilarious celebrity set-ups, and a feature-length film finale for Plebs.

ITVX Premium has two more perks, in that it contains the entire library of two other streaming services: Britbox, full of British movies and TV shows, and StudioCanal Presents, with loads of international and indie films.

Meanwhile, there'll also be a big film library featuring the acting prowess of Helen Mirren, Kate Winslet, Meryl Streep, Tom Hanks, Daniel Day Lewis, Ryan Gosling, Ryan Reynolds, Jennifer Lawrence, Sir Michael Caine, Anthony Hopkins, Daniel Radcliffe, Tom Hardy, Nicolas Cage and more, with titles yet to be confirmed.

So whether you're after a hard-hitting drama or you just want to get lost in a documentary, these ITVX debuts will be arriving on the service later this year.

How different is ITVX from the ITV Hub?

With the launch of ITVX its predecessor, the ITV Hub, will be relegated to the history books.

The biggest change with the new platform is that ITVX will become the first broadcaster-created streaming service in the UK to offer viewers the flexibility to access free content with ads and an ad-free paid subscription, all in one place, in an effort to streamline how we watch things on-demand.

In addition to this, ITV Hub currently has 4,000 hours of content while ITVX will have around 15,000 hours at launch, so there'll be way more things for people to watch once the service is live.

Just note: on older devices, like certain smart TVs and boxes, you may still see the ITV Hub button on the home page instead of ITVX. This'll still take you to ITVX though.

Tom Bedford
Streaming and Ecommerce Writer

Tom is the streaming and ecommerce writer at What to Watch, covering streaming services in the US and UK. His goal is to help you navigate the busy and confusing online video market, to help you find the TV, movies and sports that you're looking for without having to spend too much money.

With contributions from