ITVX is ITV’s UK streaming service, offering free, ad-supported on-demand programmes, live TV streams and curated channels. Its optional Premium subscription adds more shows and films, BritBox catalogue access and mobile downloads; it removes adverts from most on-demand viewing, but live TV remains ad-supported.
What can you watch on ITVX?
ITVX combines on-demand shows and films with live streams of ITV channels, themed channels and some live events. ITV lists ITV1, ITV2, ITVBe, ITV3 and ITV4 among the channels available to stream live. What appears can vary: online rights may differ from television rights, and some events may not be available on every device.
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ITV describes ITVX as a free service with an optional paid subscription. It launched in late 2022 as ITV’s streaming service. ITV’s About ITVX page provides its service description and launch context.
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Yes. You can watch ITVX’s free on-demand service with adverts; a Premium subscription is optional. The free tier is funded by advertising. ITV explains why ITVX has ads.
#1 Best Overall
- HD streaming made simple: With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
- Compact without compromises: The sleek design of Roku Streaming Stick won’t block neighboring HDMI ports, and it even powers from your TV alone, plugging into the back and staying out of sight. No wall outlet, no extra cords, no clutter.
- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku device with one remote. Use your voice to quickly search, play entertainment, and more.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
- TV, simplified: With setup that only takes minutes, a simple-to-navigate Home Screen, and an uncluttered remote control that does all you need—Roku makes it easier to watch the TV you love.
What does ITVX Premium add?
ITV’s subscription page currently advertises Premium for £5.99 per month. Check the ITVX Premium subscription page for the price and terms when you subscribe, as they can change. ITV says you can cancel before your next billing date to avoid further charges.
- Fewer adverts on demand: Premium removes adverts from most on-demand shows and films. Programme promotions may still appear, and live TV continues to include adverts.
- More catalogue content: Premium includes additional shows and films, including access to the BritBox catalogue.
- Mobile downloads: You can download eligible programmes for offline viewing in the ITVX mobile app. Availability depends on licensing, and downloads are limited to mobile versions of ITVX.
ITV’s Premium help page explains the benefits and download limitations. Its device guidance for Premium covers how benefits vary by device.
Rank #2
- Ultra-speedy streaming: Roku Ultra is 30% faster than any other Roku player, delivering a lightning-fast interface and apps that launch in a snap.
- Cinematic streaming: This TV streaming device brings the movie theater to your living room with spectacular 4K, HDR10+, and Dolby Vision picture alongside immersive Dolby Atmos audio.
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Which option suits you?
| What matters to you | Free ITVX | ITVX Premium |
|---|---|---|
| Cost | Free | Advertised at £5.99 per month on ITV’s subscription page |
| On-demand adverts | Ad-supported | Removed from most on-demand shows and films; programme promotions may remain |
| Live TV adverts | Live streams include adverts | Live streams still include adverts |
| Extra catalogue | Free-tier catalogue | Additional shows and films, including the BritBox catalogue |
| Offline viewing | Not listed as a free-tier benefit | Downloads on mobile, subject to licensing |
Choose the free tier if you are comfortable with adverts and want to watch the free catalogue. Premium may be worthwhile if you want its additional titles, BritBox access or mobile downloads, or fewer adverts during on-demand viewing. It does not remove ads from live TV.
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Where can you watch ITVX?
ITVX supports a broad range of televisions and other devices, including Amazon Fire devices, Android and Apple phones and tablets, Apple TV, Google TV, Freely, Freesat, Freeview Play, LG and Samsung televisions, NOW and Roku players, PlayStation and Xbox consoles, Sky and Virgin Media devices, and YouView. Support can depend on the model, software and feature, and some older devices or device families have limits.
Rank #3
- Stunning 4K and Dolby Vision streaming made simple: With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
- Breathtaking picture quality: Stunningly sharp 4K picture brings out rich detail in your entertainment with four times the resolution of HD. Watch as colors pop off your screen and enjoy lifelike clarity with Dolby Vision and HDR10+.
- Seamless streaming for any room: With Roku Streaming Stick 4K, watch your favorite entertainment on any TV in the house, even in rooms farther from your router thanks to the long-range Wi-Fi receiver.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
- Compact without compromises: Our sleek design won’t block neighboring HDMI ports, so you can switch from streaming to gaming with ease. Plus, it’s designed to stay hidden behind your TV, keeping wires neatly out of sight
An Amazon Fire TV Stick is one optional way to add ITVX to a compatible television; it is not required if you already have a supported device. Before buying streaming hardware, check the current ITVX compatibility list for your exact model.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why might a programme or live event be unavailable?
Availability is not always a sign that something is wrong with your device. ITV may have the rights to show a programme on television but not to stream it online, and some live events are restricted by device support or online rights. If a title is unavailable, check another programme and consult ITV’s live TV guidance for channel and device details.
Rank #4
- Advanced 4K streaming - Elevate your entertainment with the next generation of our best-selling 4K stick, with improved streaming performance optimized for 4K TVs.
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Cloud gaming, no console required – Stream Call of Duty: Black Ops 7, Hogwarts Legacy, Outer Worlds 2, Ninja Gaiden 4, and hundreds of games on your Fire TV Stick 4K Select with Xbox Game Pass and Luna via cloud gaming. Xbox Game Pass subscription and compatible controller required. Each sold separately.
- Smarter picks with Alexa+ – Getting to what you love has never been easier. Press the voice remote button and talk naturally to find what to watch across your apps, manage your smart home, or dive into virtually any topic.
- Wi-Fi 6 support - Enjoy smooth 4K streaming, even when other devices are connected to your router.
ITV publishes different catalogue-size figures on its pages, and those pages do not reconcile their scope or timing. A single definitive current total therefore cannot be established from them.
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Quick Recap
Best Value
- Essential 4K streaming – Get everything you need to stream in brilliant 4K Ultra HD with High Dynamic Range 10+ (HDR10+).
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Make your TV even smarter – Fire TV gives you instant access to a world of content, tailor-made recommendations, and Alexa, all backed by fast performance.
- All your favorite apps in one place – Experience endless entertainment with access to Prime Video, Netflix, YouTube, Disney+, Apple TV+, HBO Max, Hulu, Peacock, Paramount+, and thousands more. Easily discover what to watch from hundreds of thousands of movies and TV episodes (subscription fees may apply), including free, ad-supported content.
- Getting set up is easy – Plug in and connect to Wi-Fi for smooth streaming.
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