ITV’s New Platform ITVX

Yesterday saw the launch of ITV’s new and sparkly free streaming platform ITVX replacing ITV Hub as the new home of content for ITV. The new platform provides viewers with a more exciting and improved experience offering more new and exclusive programmes.

From launch, viewers will have access to over 10,000 hours of content in high definition, and ITVX will drop new and exclusive programmes every week of the year.

Viewers can look forward to seeing their favourite past and present programmes, plus documentaries, cult classics and hundreds of blockbuster films which will all now streamed for free.

All ITV’s channels will be available to livestream through ITVX, as well as additional themed channels (known as FAST channels), and a dedicated news section on ITVX.

ITVX will premiere a collection of top quality new dramas from 8th December, which will only be available for free on the streamer including A Spy Among Friends starring Damian Lewis and Guy Pearce. At least one flagship show will then launch on ITVX per week going forward.

Flagship ITV shows will all be available on ITVX on their first day of broadcast, allowing viewers to binge watch new dramas such as Stonehouse starring Matthew Macfadyen and Keeley Hawes. 

Over a thousand films will be made available to stream each year and ITVX will launch with an impressive array of documentaries and true crime collections plus factual commissions including The Rise and fall of Boris Becker.

Those viewers who love Science Fiction won’t be disappointed with a robust offering ranging from classics including Thunderbirds and Captain Scarlet to the likes of Supernatural and Nikita. 

ITVX will represent a new and exciting way for news to be consumed by audiences. Viewers can expect to see a dedicated rail featuring the most significant and interesting stories, updated throughout the day.

ITVX’s Launch Campaign

ITVX, upon launching yesterday initiated a nationwide advertising campaign across TV, cinema, digital video, and outdoor.

The campaign aims to drive awareness, consideration and trial of ITVX and target “mainstreamers” with high impact and frequency during their launch period.

This is an audience segment, identified by research and first-party data, that increasingly watch TV content via streaming services, and are interested in “big, high quality, mainstream content”.


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