ITVX – The All‑In‑One British Streaming Hub

When you hear ITVX, the on‑demand streaming platform from ITV that bundles live TV, catch‑up services and exclusive originals. Also known as ITV Hub, it lets you watch everything from prime‑time dramas to match highlights without a set‑top box.

ITVX brings the whole ITV ecosystem to any screen, so you can binge a series while waiting for the next football update or jump straight into a giveaway. It works on smartphones, tablets, smart TVs and game consoles, which means the service adapts to wherever you are.

How ITVX Connects to the Wider TV Landscape

Think of ITV, the historic UK broadcaster behind shows like "Coronation Street" and major sports rights as the content engine that fuels ITVX. The platform also relies on streaming service, the technology that delivers video over the internet instead of traditional airwaves. Together they create a seamless experience: ITV supplies the shows, the streaming service handles delivery, and the viewer gets instant access.

Another key player is on‑demand video, the model that lets you watch shows whenever you choose rather than following a broadcast schedule. ITVX uses on‑demand video to give you control over your viewing, while still offering live sports feeds when the action kicks off. This blend of live and on‑demand content is what makes the platform stand out from pure‑play streaming rivals.

Finally, British television, the broader market that includes public service broadcasters, commercial channels and emerging digital platforms provides the cultural backdrop. ITVX fits into this scene by marrying traditional UK TV values with modern viewing habits, so fans of classic soaps and younger audiences chasing the latest reality series both find something familiar.

All these pieces—ITV's library, streaming tech, on‑demand flexibility, and the British TV context—interact to create a platform that feels both fresh and comfortably familiar. Below you’ll see a collection of posts that dive deep into the latest announcements, match updates, exclusive giveaways, and behind‑the‑scenes looks at the shows you love. Whether you’re hunting a new drama, checking the next football fixture, or snapping up a freebie, the articles ahead show how ITVX makes it easy to stay in the loop.