ITV has announced a new streaming service through which it will premiere much of its new content six to nine months before it airs on its traditional TV channels.
The ITVX platform will replace the ITV Hub brand as the broadcaster increases its efforts to compete with streaming giants such as Netflix and Amazon in the digital age.
The service will launch with two options in a bid to satisfy a broad demographic – viewers can choose to watch ad-funded programmes for free or trade up and buy ad-free content such as BritBox.
