# ITVX
Who / What
ITVX is a British over-the-top (OTT) ad-supported streaming service that delivers original content, live broadcasts of ITV television channels, FAST channels, and exclusive or licensed programming. It succeeded the earlier ITV Hub platform, offering an expanded digital video-on-demand experience.
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Background & History
ITVX was launched as part of ITV plc’s strategy to modernize its digital offerings following the closure of ITV Hub in 2019. Originally introduced on **5 December 2008** under the name *ITV Hub*, it became one of the UK’s most widely used streaming platforms, amassing over **30 million registered users by July 2019**. The service evolved to meet changing consumer demands for digital entertainment, integrating live TV streams and expanded content libraries.
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Why Notable
ITVX plays a pivotal role in ITV plc’s digital transformation, bridging traditional broadcasting with modern streaming. By offering original productions alongside licensed content, it strengthens the broadcaster’s position in the competitive OTT market. Its success reflects broader trends in UK media consumption, where ad-supported streaming has gained traction as a cost-effective alternative to subscription-based platforms.
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In the News
As part of ITV plc’s ongoing expansion, ITVX continues to adapt to evolving viewer preferences, including live sports and exclusive series. Recent developments have focused on enhancing its content library and integrating with other ITV services, ensuring relevance in an increasingly digital-first media landscape.
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Key Facts
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