Streaming twist gives ITVX Premium a new role in UK living rooms

ITV’s ad-free ITVX Premium tier bundles BritBox UK and on-demand box sets into a single subscription aimed at viewers who want fewer ads without leaving free-to-air entirely.

Edited by ad hoc news Flagship & Bestseller Desk. Reviewed before publication on 06/15/2026 at 10:05 AM ET. Details in the imprint.

ITV is pushing deeper into direct-to-consumer streaming with ITVX Premium, an ad-free paid tier that sits on top of its free ITVX platform and folds in BritBox UK content for a single monthly fee. The service is marketed primarily to UK viewers who want to stick with familiar free-to-air brands but reduce ad loads and gain access to a larger library of British drama, comedy and crime box sets.

What ITVX Premium offers beyond the free ITVX tier

ITVX launched in late 2022 as ITV’s unified streaming hub, replacing ITV Hub and positioning the broadcaster as a more direct competitor to global platforms such as Netflix and Disney+, while ITVX Premium adds a subscription layer that removes ads from most on-demand programming and unlocks additional box sets and partner content beyond the free catalog. According to the official ITVX Premium information page, subscribers get ad-free viewing on thousands of hours of on-demand shows, early access to some ITV dramas before broadcast, and access to the BritBox UK archive within the same app environment. ITV’s ITVX Premium terms and feature summary detail the benefits and eligibility conditions for the tier.

The subscription is currently priced at £5.99 per month or £59.99 per year when billed annually in the UK, undercutting many global streaming rivals on sticker price while leaning heavily on British-produced content and familiar ITV brands. The fee structure is publicly communicated in ITV’s viewer-facing materials and positions the service as a mid-priced add-on for households that might already be paying for at least one other major streaming service. ITV notes that live channels on ITVX, including simulcast of its linear broadcast schedule, remain supported by advertising even for Premium subscribers, meaning the ad-free promise applies primarily to on-demand shows and films.

ITVX Premium also absorbs BritBox UK, which means many classic and contemporary British series that were previously available as a standalone BritBox UK subscription are now accessible within the Premium tier without a separate app. That integration simplifies account management for viewers who were already paying for BritBox UK and clarifies ITV’s long-term strategy to consolidate its streaming brands under the ITVX umbrella. From a product perspective, that consolidation reduces the number of separate sign-ups, logins and content silos, which can be a friction point for less tech-savvy viewers who still want to explore deeper TV back catalogs.

Alongside its content library and pricing, ITV has emphasized device coverage to make ITVX and ITVX Premium available across a wide range of screens common in UK living rooms. The company lists support for current smart TVs from major manufacturers, Freeview Play devices, set-top boxes, game consoles, mobile devices and web browsers, although very old TV and set-top hardware may not be compatible with the ITVX app and therefore cannot access Premium even with a valid subscription. By focusing on broad hardware support rather than exclusive tie-ins with a single device ecosystem, ITV is aiming to keep the upgrade path open for households that still rely heavily on traditional broadcast but increasingly use on-demand catch-up in the evenings.

Parental controls and profile management also play a role in the positioning of ITVX Premium as a family-friendly offer: viewers can restrict content by age rating and manage viewing history across profiles while keeping the same subscription in place. ITV explains that users sign in with a free ITV account first, then add Premium as an optional upgrade, which allows the company to maintain a single sign-on structure across free and paid tiers. For ITV, that architecture keeps open the possibility of targeted recommendations and personalization features that could eventually drive higher engagement with both advertisement-supported and subscription viewing.

ITV has framed ITVX and its Premium tier as central to the group’s "More Than TV" strategy and as a key driver of future digital revenue growth compared with its traditional broadcast advertising base. In investor communications, the company has highlighted rising monthly active users on ITVX and a growing contribution from digital advertising and subscription revenue as part of its financial targets. A recent trading update filed with the London Stock Exchange noted that digital viewing hours on ITVX increased year-on-year, underlining the rationale for continued product investment in the platform. ITV’s investor relations reports regularly break out digital performance metrics alongside linear broadcast figures.

For ITV, ITVX Premium is therefore not just a consumer product but a bridge between its free-to-air heritage and a streaming-led future in which more viewing and monetization shifts online. The Premium tier helps diversify income beyond spot advertising, captures a slice of subscription spending that might otherwise flow exclusively to global rivals, and supports ITV’s pitch to producers and rights holders that it can deliver both broadcast reach and digital depth for their shows. Shares of ITV (GB0033986497) last traded on the London Stock Exchange at GBP 0.74 on 06/13/2026, reflecting investors’ ongoing focus on the broadcaster’s transition from traditional TV advertising toward digital platforms.

ITVX Premium in brief: key product facts

• Product: ITVX Premium
• Manufacturer: ITV plc
• Category: Flagship/Bestseller streaming subscription tier
• Launch date: ITVX platform introduced December 2022; Premium tier available since the ITVX rollout
• MSRP / Price: £5.99 per month or £59.99 per year in the UK
• Availability: United Kingdom via the ITVX app and website on supported smart TVs, set-top boxes, mobile devices and browsers
• Target audience: UK viewers who regularly watch ITV content and want ad-free on-demand viewing and broader access to British TV box sets
• Key differentiator / USP: Combines ad-free on-demand viewing of ITV shows with the BritBox UK catalog inside a single app and subscription.

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.