ITV have announced they will be launching a bran new streaming service, ITVX – the UK’s first integrated advertising and subscription funded platform.
ITVX will allow viewers to stream new programme exclusives, with adverts, for free; ranging from premium ITV dramas, documentaries, US series, comedy and reality shows to blockbuster films and much, much more.
In the same service, subscription gives upgrade access to a premium tier where all of the free content can be viewed, without the ads, as well as a growing range of partner content, with exciting announcements to follow in due course.
In a step change to its traditional approach ITV will now premier much of its new content first on ITVX and subsequently months later on ITV linear channels.
Carolyn McCall, ITV’s Chief Executive said: “The digital acceleration we are announcing builds on everything we have achieved in phase one of our More Than TV strategy.
“ITVX will be a free service supported by adverts, with a compelling subscription proposition. This is fantastic for viewers – it will provide a simplified and seamless experience with thousands of hours of free content made up of both library and original exclusive content.
“The subscription tier will provide a premium offering and includes all of the content ad-free as well as BritBox and future SVOD content partners.
“We are supercharging our streaming business, fundamentally shifting our focus to think digital first, as well as optimising our broadcast channels, by continuing to attract unrivalled mass audiences. In doing so we are responding to changing viewing habits, but also the evolving needs from our advertisers.
“This will enable ITV to continue to be both commercial viewers and advertisers’ first choice.”
Until the launch of ITVX later this year, ITV Hub will continue to be the free streaming home of ITV, with ongoing plans to scale up the amount of content on the service in the run up to ITVX launch. ITV Hub currently has 4,000 hours of content while ITVX will have around 15,000 hours at launch.
