ITV announced the launch of ITVX in March 2022, describing it as the UK’s first integrated advertising and subscription-funded platform.
Viewers will be able to choose between free content that’s funded by adverts or pay for a subscription service for ad-free content and exclusive shows.
This follows a growing trend in entertainment subscriptions, with news coming from Netflix in June that it was also considering a cheaper tier that contains ads.
Here’s what to expect from ITVX and what sets it apart from existing ITV content.
When is the ITVX launch date?
ITV has confirmed that ITVX will launch on December 8, 2022.
“Viewing habits are changing rapidly and ITV has exciting plans which we are announcing today to really scale up our streaming ambitions, offering viewers a service with more fresh, free content dropping every week than anywhere else,” said Kevin Lygo, ITV’s Managing Director of Media and Entertainment in a statement from ITV.
“We know we have to deliver our programmes to as many people as possible in all the ways they want to watch them, and going forward viewers will now see a wide array of shows premiering first on ITVX, which is the cornerstone of ITV’s digital acceleration.”
What shows will be on ITVX?
When ITVX launches there will be 15,000 hours worth of content available for viewers to watch, in comparison to ITV’s current library of 4,000 hours of on-demand content.
One of the key selling points of the upcoming streaming platform is that it will get a lot of ITV’s new content earlier than the linear channels, with some shows streaming several months earlier.
ITV has also confirmed a number of dramas, comedies, and documentaries that will air on the streaming platform, including A Spy Among Friends, starring Damian Lewis and Guy Pearce, Nolly starring Helena Bonham Carter, and Lenny Henry’s six-part drama The Little Birds and Litvinenko starring David Tennant.
ITVX will see the launch of themed channels exclusive to the platform, with a new pop-up channel arriving every week that each focus on a specific show.
With the launch date expected later this year, ITV has stated that still more announcements to come before the platform opens its virtual doors.