ITV’s New Ad-Supported Streaming Service ITVX Will Launch Dec. 8

By Jessica Lerner 

U.K. broadcaster ITV was supposed to launch its new free, ad-supported streaming service ITVX before the 2022 FIFA World Cup later this month. However, the ITVX launch date is now December 8, with the service offering more than 10,000 hours of free programming and favorite ITV dramas.

The service will roll out across platforms and devices in the upcoming weeks, but all original content won’t debut until the December launch date.

Along with acclaimed dramas, movies and documentaries will be available on the site. All of ITV’s channels will be available, along with additional themed channels and a news section.


ITVX will be offered in two versions: a free, ad-supported version, and an ad-free premium version with additional access to the company’s BritBox streaming service. Pricing for that tier is anticipated to be disclosed later.

“We’re really excited to launch ITVX, with more content available than ever before and a whole range of exclusive commissions,” said ITV CEO Carolyn McCall in a statement. “ITVX is powered by a significant, streaming-first commissioning budget and an integrated technology and data platform providing a high-quality, and more personalized, viewing and advertising experience, that will continue to evolve in 2023 and beyond.”

ITVX’s inaugural commissions include the six-part Cold War drama A Spy Among Friends with  Damian Lewis and Guy Pearce, teen drama Tell Me Everything, period drama The Confessions of Frannie Langton and feature-length special finale to the popular comedy series Plebs: Soldiers of Rome.

Litvinenko, starring David Tennant and Mark Bonnar, will launch on Dec. 15, and high-stakes family drama Riches, starring Deborah Ayorinde and Hugh Quarshie, will launch on Dec. 22 alongside landmark natural history documentary A Year on Planet Earth, presented by Stephen Fry.

Four-part thriller Without Sin and new game show Loaded in Paradise will launch on Dec. 28. Nolly, Russell T Davies’ upcoming drama on Crossroads’ Noele Gordon, will launch in early 2023.

A thousand films will be made accessible to stream annually, and more than 250 feature films will be launched as part of the ITVX mix.