New streaming bundle push puts ITVX Premium in the spotlight for US viewers

ITV is leaning harder on its ITVX Premium streaming tier, bundling BritBox and ad-free viewing as it chases subscription growth beyond the UK. What the upgraded service offers, where it is available and how it fits into the broadcaster’s wider digital pivot.

Edited by ad hoc news New Releases & Launches Desk. Reviewed before publication on 06/15/2026 at 8:16 PM ET. Details in the imprint.

ITV is pushing its streaming strategy further with a broader marketing and feature focus on ITVX Premium, the paid, ad-free tier of its ITVX streaming service that also includes access to BritBox content. The subscription upgrade, which effectively replaced the older ITV Hub+ offering, is positioned as ITV’s key lever to grow recurring digital revenue on top of traditional advertising.

What ITVX Premium offers and how it is positioned

ITVX Premium sits on top of the free, ad-supported ITVX service and removes most advertising while unlocking thousands of hours of additional British drama, comedy and classic box sets, including much of the BritBox catalog. According to ITV’s own service description, Premium subscribers can download selected shows for offline viewing on mobile devices, stream on multiple devices and watch higher-resolution versions of many recent series, all under a single account login across supported platforms such as smart TVs, streaming sticks, game consoles and mobile apps. The official ITVX service page details the current line-up, supported devices and account options.

The paid tier is pitched primarily at viewers who want to avoid mid-roll and pre-roll commercials on ITV’s catch-up content and box sets, and who are willing to pay a monthly fee instead of paying in time and attention. In practice, ITVX Premium functions as a hybrid between a traditional broadcaster video-on-demand service and a modern subscription streaming platform, with ITV keeping some live linear channels and free content while pushing higher-value drama, documentary and exclusive premieres into the Premium proposition. The company highlights hit series from its own production pipeline, as well as licensed British crime and period dramas, as key draws that differentiate the service from global streamers such as Netflix and Disney+ in its home market.

ITVX Premium pricing is set in local currency for the UK and select European markets where ITVX is officially available, with monthly and annual subscription options that can be canceled at short notice. The bundle that folds in BritBox means that viewers who previously paid separately for BritBox can consolidate into one subscription while still retaining access to classic series from the BBC, Channel 4 and other partners, subject to regional rights. Because ITVX itself remains geographically restricted, US viewers looking for ITV and BritBox programming still typically subscribe directly to BritBox or use partner channels on Amazon or Apple, rather than ITVX Premium, even though the product is central to ITV’s overall direct-to-consumer push.

As a software-based service, ITVX Premium is updated continuously rather than through discrete version launches, with new features arriving quietly via app updates and server-side changes. ITV has recently emphasized personalization and curated “FAST-style” themed channels inside ITVX, where Premium subscribers benefit from smoother playback and a largely ad-free experience even on these lean-back streams. That shift aligns with what the company describes in its annual report as a multi-year transformation into a “digital-first” media business with an expanding mix of advertising-funded and subscription-funded streaming revenue, reducing dependence on the linear schedule.

There are technical limits and trade-offs. Offline downloads do not cover every title because of licensing restrictions, and the number of simultaneously registered devices per account is capped to manage abuse. Encryption and DRM requirements can also restrict support on older smart TV models and reduce flexibility for consumers using niche platforms. Nonetheless, for many UK-based viewers, ITVX Premium is becoming the default way to watch flagship series such as “Trigger Point” or “Unforgotten” on demand without ad breaks, and it gives ITV an upsell path from its broad free user base.

From a strategic standpoint, ITVX Premium is one pillar of ITV’s three-part plan: to protect and modernize its broadcast business, scale digital viewing and advertising across ITVX, and grow pay-based propositions including BritBox and other direct-to-consumer products. In its latest reporting, ITV noted that digital viewing hours and streaming revenue are growing faster than traditional broadcast, underscoring why it continues to invest in ITVX feature development, original commissions designed to premiere on the service and broader device support. ITV’s investor results materials discuss ITVX and ITVX Premium as central to its “Digital First” strategy.

Within ITV’s overall portfolio, ITVX Premium is still a smaller revenue stream than traditional spot advertising around live broadcast, but management presents it as critical for long-term resilience as more viewing shifts online and advertisers increasingly demand targeted, data-driven campaigns. The service also lets ITV experiment with windowing strategies, sometimes making episodes or entire box sets available earlier for Premium subscribers before they air on linear channels, which can nudge loyal viewers toward subscription. For now, US-based audiences largely encounter ITV content through BritBox, PBS collaborations and syndication deals, yet the Premium model gives a clear template should ITV ever extend ITVX more broadly beyond Europe.

For listed ITV, the performance of ITVX and ITVX Premium is one of several indicators investors watch to gauge progress in the digital pivot alongside advertising trends and production revenue. On the London Stock Exchange, shares of ITV (GB0033986497) last traded at GBX 72.70 on 06/13/2026, reflecting the market’s evolving assessment of its shift toward mixed advertising and subscription streaming income. The London Stock Exchange listing overview provides current quote data and basic company information.

ITVX Premium quick profile

• Product: ITVX Premium
• Manufacturer: ITV plc
• Category: Streaming subscription service (New Release/Launch focus)
• Launch date: Initially introduced alongside ITVX rollout in late 2022
• MSRP / Price: Market-specific monthly and annual subscription pricing, billed in local currency where ITVX is available
• Availability: Offered via the ITVX platform in the UK and select European markets, accessed through smart TV, streaming devices, web and mobile apps
• Target audience: Viewers seeking ad-free access to ITV content, BritBox catalog titles and premium British drama and entertainment on demand
• Key differentiator / USP: Combines ITV’s current shows and box sets with BritBox classics in a largely ad-free subscription tier within a broadcaster-backed streaming ecosystem

This article was a.i.-assisted and editorially reviewed. Product information without warranty; prices and availability may change at short notice. Not investment advice and not a buy or sell recommendation. Trading involves risk up to and including the total loss of invested capital.