ITVX (formerly ITV Hub) is an online video-on-demand service operated by ITV. The service offers predominantly features content from ITV1, as well as ITV Digital channels and some licensed content. The service was known as ITV Player from its inception until 2015. On 23 November 2015, ITV gave the app (ITV Player) and the website ( a revamp, it was renamed ITV Hub. As of August 2021, the service has at least 30 million registered users.

ITVX was rolled out on 17 November 2022, and it officially launched on 8 December. ITVX has substantially more exclusive programming than ITV Hub, positioning ITV’s digital offering more in line with its competitors – the BBC and Channel Four Television Corporation. ITVX includes access to BritBox and a selection of FAST channels, which sees programmes such as The Chase and Hell’s Kitchen have their own virtual linear channels.

ITVX Premium

ITV brought out a paid subscription service called ITV Hub+ which enables viewers to watch and download shows without adverts. Following the launch of ITVX, ITV Hub+ was combined with BritBox to form ITVX Premium.

For more information & programmes, see:


Bit Rates & Streaming for Live TV & VOD on ITV

ITX uses the ContentWise UX Engine, which is designed to analyse viewer behaviour and delivers relevant content recommendations.




ITV Hub - Subtitles

Subtitles work on every platform and device – from the mobile apps, through the main web browsers to all connected TVs and plug-in devices – for over 90% of programmes.

You switch subtitles on and off by clicking on the S or speech bubble button within the video player window (after any adverts have finished).

Note for Roku sticks and Now TV boxes: subtitles are controlled from within the device’s own settings, not in the ITVX app.

Audio Description (AD)

Audio description works on our mobile apps, Amazon Fire, Apple TV, Samsung TVs, Virgin Media, Chromecast (iOS only) and Sky Glass. We are still working on browsers and the remaining connected TV platforms. We hope to have AD available on these in the first half of 2023. Audio description is available for around 20% of programmes on the platform at launch.

You switch AD on and off by clicking on the AD button within the video player window (after any adverts have finished).



Parental Guidance

PGPlease note that profiles are currently supported on selected devices only.

When you launch ITVX for the first time, you will be invited to set up a kids profile and Parental Controls. To do this, just select the “Create profile” button on the first screen and follow the instructions.

Alternatively, you can set up Parental Controls on your profile at any time as follows:

Use the sidebar to select the profile icon.
On the Who’s watching screen, click on the “Edit profiles” button.
Choose your main profile.
Switch Parental Controls to ON.
You’ll be asked to create a PIN. Your PIN will then be required to access your main profile and all G rated content.
Important to note:

If you previously had a Parental Controls PIN to protect access to restricted (or Guidance rated) content, this PIN will no longer work on devices which support profiles. However, it will still work on devices that don’t support profiles.

The PIN you set up on any device that supports profiles will work on all devices that support profiles.


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