ITVX

ITVX is ITV's streaming service, combining free ad-supported content (ITVX Free) and a paid subscription tier (ITVX Premium). Launched in December 2022 as the replacement for the ITV Hub, it provides live simulcasts of ITV's linear channels and a substantial on-demand library spanning drama, entertainment, documentary, and acquired American programming. ITVX Premium adds early access to ITV originals and extended archive content. As of 2026, ITVX carries advertising across its free tier and competes for connected-TV audiences alongside BBC iPlayer, Channel 4's streaming service, and the major international SVOD platforms.

In June 2026, ITVX became the streaming centrepiece of a £1.6bn acquisition agreement between Sky (owned by Comcast) and ITV. Under the deal agreed on 25 June 2026, Sky agreed to acquire ITV's Media and Entertainment division, encompassing the linear channels and ITVX. A formal announcement was expected within approximately two weeks, pending regulatory clearance from Ofcom and the Competition and Markets Authority (CMA). ITV Studios, the production and distribution subsidiary, was explicitly excluded from the transaction.

For Sky and Comcast, acquiring ITVX adds a substantial UK ad-supported streaming base that complements Sky Go, Now, and the NBCUniversal Peacock proposition in the US. The deal raises questions about whether ITVX would be maintained as a distinct brand or integrated into Sky's streaming infrastructure. Regulatory scrutiny from Ofcom and the CMA will focus on whether concentrating ITV's free-to-air distribution, linear channels, and streaming service within a Comcast-owned entity raises public-interest or competition concerns.