Industry

ITV today announced the launch of ITVX - the UK’s first integrated advertising and subscription funded (AVOD/SVOD) platform.
ITVX will be viewer led - viewers can choose to watch thousands of hours of content for free in an advertising funded tier or trade up to a subscription service which provides all that content ad-free and in addition provides thousands more hours of British boxsets from BritBox and other partners’ content.
In a step change to its traditional approach ITV will now adopt a digital first windowing strategy - premiering much of its new content first on ITVX and subsequently months later on ITV linear channels.
There will be something for everyone on ITVX, with more fresh new content dropping every week of the year than any other British video on demand platform.