ITVX

ITVX is operated by ITV plc (ITVX rebrand), headquartered in London, United Kingdom. ITVX positions itself as ITV's free streaming service for the UK, with ITVX Premium as the ad-free paid tier on top. This 2026 review covers current tiers, anchor pricing, the 2025-2026 differentiator that matters right now, and the decision criteria a buyer should weigh before signing up.

Quick facts

• Operator: ITV plc (ITVX rebrand)
• Headquarters: London, United Kingdom
• Public-market status: Listed on the London Stock Exchange (LON: ITV)
• Founded / launched: ITV Hub launched 2015; rebranded ITVX in 2022
• Category: streaming
• Current tiers: ITVX Free / ITVX Premium / ITVX Premium annual
• Anchor price (2026): Free with ads on the entry tier; Approx GBP 5.99 / month on the main paid tier

What is ITVX?

ITVX is ITV's free streaming service for the UK, with ITVX Premium as the ad-free paid tier on top. Its core surface delivers UK's main free streaming service from ITV alongside catch-up of all ITV linear channels, with subscription billing handled through the operator's standard checkout. Customers pick a tier matching their usage: entry tiers test the product, the main paid tier covers everyday use, and higher tiers add depth such as ITVX Originals and BritBox-light premium catalogue.

Why choose ITVX

Operator and category positioning

ITV plc (ITVX rebrand) runs ITVX from London, United Kingdom. The product fits the streaming category by combining UK's main free streaming service from ITV with catch-up of all ITV linear channels. Compared with broader generalist platforms, the operator's investment is concentrated in the streaming workflow rather than spread thin across adjacent categories.

Plan structure and ecosystem

The tier ladder splits across 3 groups — ITVX Free for entry-level use, ITVX Premium as the standard everyday tier, and ITVX Premium annual for power users or households / teams. Confirm live regional prices on the operator's site and check Subger's true-price tracker for ITVX for all-in renewal costs after taxes and FX conversion.

Catalog and content depth

Beyond the headline experience, the operator's investment in ITVX Originals and BritBox-light premium catalogue and mobile, web, Smart TV, Sky, Virgin and Freeview Play apps sustains the subscription's value in 2026. ITV continued investing in ITVX exclusives and refreshed its advertising and FAST-channel offering through 2024-2025 — this is the live 2025-2026 buying signal that distinguishes the current proposition from prior years.

ITVX features that matter in 2026

Highlights of the current feature set:

• UK's main free streaming service from ITV
• catch-up of all ITV linear channels
• ITVX Originals and BritBox-light premium catalogue
• mobile, web, Smart TV, Sky, Virgin and Freeview Play apps
• ad-free playback on ITVX Premium
• kids profiles and parental controls

Confirm specific feature availability on the operator's marketing pages before committing, since regional tier scopes and add-ons may vary.

ITVX pricing in 2026

Reference pricing for ITVX in 2026 typically looks like:

Subger pairs the list price with the actual all-in cost (taxes, FX, promotional anchors that step up at renewal):

ITVX apps and platform support

Surface availability varies by region and tier — confirm app availability and supported devices on the operator's site before subscribing.

Who ITVX fits

ITVX is a good match for the following buyers:

• Uk viewers who want catch-up access to itv channels and originals plus the option to pay for ad-free viewing — the core audience for the product.
• The category-focused subscriber who specifically wants UK's main free streaming service from ITV from a streaming operator rather than a generalist platform.
• The household or team subscriber evaluating the tier ladder (ITVX Free / ITVX Premium / ITVX Premium annual) and willing to pay up for catch-up of all ITV linear channels.
• The cross-device user who needs apps across the surfaces listed above plus a credible upgrade path.
• The price-aware shopper who tracks promotional anchors via Subger's true-price tracker and deals page before committing to annual billing.

Frequently asked questions

Who operates ITVX and where is it headquartered?

ITVX is operated by ITV plc (ITVX rebrand), headquartered in London, United Kingdom. Founding / launch context: ITV Hub launched 2015; rebranded ITVX in 2022. The operator's public-market status is Listed on the London Stock Exchange (LON: ITV).

How much does ITVX cost in 2026?

Reference tiers in 2026 are ITVX Free (Free with ads) and ITVX Premium annual (Discounted annual prepay). Regional pricing and promotional cycles vary — confirm the live price on the operator's site before committing.

Is there a free tier or free trial for ITVX?

Yes — ITVX Free is available without an immediate paid commitment.

Where is ITVX available?

ITVX follows ITV plc (ITVX rebrand)'s licensing and service footprint anchored in London, United Kingdom. Confirm regional availability on the official site before subscribing.

What 2025-2026 features set ITVX apart right now?

ITV continued investing in ITVX exclusives and refreshed its advertising and FAST-channel offering through 2024-2025. The roadmap items most worth weighing are ITVX Originals and BritBox-light premium catalogue and mobile, web, Smart TV, Sky, Virgin and Freeview Play apps — these are the live buying signals to assess for 2026.

Which devices and platforms does ITVX support?

Coverage spans the surfaces shown in the platform table above. Current mobile and web apps are the recommended way to consume the service; older devices may be deprecated in successive releases.

How do I cancel ITVX?

Cancel through the account or subscription settings on the surface where you bought the plan: the operator's website for direct subscriptions, the App Store or Google Play for in-app purchases, or the partner billing portal for bundled subscriptions. Subger's cancellation guide for ITVX walks through each route step-by-step.

Does ITVX offer a family, household or business plan?

Higher tiers (ITVX Premium annual) typically add multi-profile, household or business seats. Entry tiers may restrict simultaneous usage. Confirm the per-tier seat or profile limit on the live pricing page.

Is ITVX worth it compared with category alternatives?

Value depends on three factors: the feature mix you'll actually use (see the features list above), the regional price after taxes (Subger's true-price tracker for ITVX reconciles the headline price with the actual all-in renewal cost), and the credibility of the operator's 2025-2026 roadmap. Weigh these together rather than relying on the headline price alone.

How can I track price changes for ITVX?

Subger's renewal tracker for ITVX records list-price changes plus promotional anchors over time. Pair it with the deals page for current discount codes and the promo codes page for stackable savings at signup.

Get started with ITVX

Confirm the current regional price on the operator's site, choose the tier that matches your usage (ITVX Free, ITVX Premium are the most common starting points), and check Subger's deals page for ITVX for promotional anchors before completing checkout. Track the subscription's true renewal cost with the true-price tracker once you're signed up.

Related Subger guides

• Cancel ITVX guide
• Latest ITVX deals
• ITVX promo codes
• ITVX true price and renewal tracker
• Browse the streaming category hub
• All services on Subger