ITV has announced the launch of a new free streaming service called ITVX later this year.
The new service will replace ITV Hub and will allow users to either watch content for free with adverts or pay to upgrade for an ad-free experience, which will also unlock additional boxsets from BritBox and other content providers.
The most significant development with the launch of ITVX is the broadcaster's intent to premiere select shows via the platform six to nine months ahead of their linear broadcast on the ITV TV channels. Programmes to benefit from this strategy include David Tennant's Litvinenko, Damian Lewis espionage drama A Spy Among Friends, the feature film finale of Plebs and Nolly starring Helena Bonham Carter.
ITV has also announced that every drama and comedy commission which has not already premiered on ITVX will be available to stream in full via ITVX after the first episode has played out on linear.
© ITV
All ITV TV channels will be available to stream live through the service, while viewers will also be able to stream at least 20 new 'pop-up' channels dedicated to shows such as The Chase and Hell's Kitchen USA, or genres such as '90s Classics' and 'True Crime'.
ITV Hub currently offers around 4,000 hours of content but this will be ramped up to 15,000 in time for ITVX's launch - including a library of at least 150 films.
"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 ITV MD Kevin Lygo.
"Our broadcast channels are very important to what we do, and we are still focused on delivering what ITV does better than anyone in commercial TV - creating programmes that bring audiences together - in-the-moment, in their millions, for that shared viewing, scheduled TV experience.
"However 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."
An exact launch date, as well as a price point for the subscription tier, will be revealed later this year.
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