ITVX

ITV launched ITVX in December 2022 as the streaming replacement for the ITV Hub. The platform simulcasts ITV's linear channels, including flagship channel ITV1, alongside a substantial on-demand library, and splits into two tiers: ITVX Free, funded by advertising and available at no charge, and ITVX Premium, a paid subscription tier that removes advertising from most content. As of 2026, ITVX competes for connected-TV audiences alongside BBC iPlayer, Channel 4's streaming service, and major international SVOD platforms.

Sky formally signed a roughly £1.6bn deal on 6 July 2026 to acquire ITV's Media and Entertainment division, including ITVX and ITV's linear channels; ITV Studios, the production and distribution subsidiary, remains excluded from the transaction, and Love Productions (maker of The Great British Bake Off) moves to ITV Studios rather than transferring with ITVX. Completion is pending clearance from Ofcom and the Competition and Markets Authority (CMA). Comcast, Sky's parent, confirmed on its 23 July Q2 earnings call that it will separate its wider Media division, which would come to include ITVX, into an independent, investment-grade public company within roughly a year.

ITVX carried ITV1's share of the 2026 World Cup final simulcast on 19 July, contributing to ITV's 3.8 million peak across its channels and the platform, against the BBC's 15.8 million peak; combined live viewing across both broadcasters passed 12 million. For Sky and Comcast, absorbing ITVX adds a substantial UK ad-supported streaming base alongside Sky Go, Now, and NBCUniversal's Peacock; whether ITVX survives as a distinct brand, and whether its advertising-funded free tier is preserved, remains an open question the deal has not yet answered.