ITV will merge their website, TV outlets and on-demand service under the ITV Hub.

The service will give viewers the ability to watch and catch up on shows in one place.  

This will also be the first time that episodes of Family Guy and American Dad will be available on-demand without subscription.

Figures from ITV reveal that 30% of their online usage is from live streaming, which will be the main service of the Hub.

Paul Kanareck, ITV’s Director of Online, said that: “With over 11 million registered users and 726 million long form requests last year alone, our VOD service has come of age, with live TV right at the core of our proposition."

Though the new outlet will be available on services such as Amazon Fire TV, Freeview Play and Fire TV Stick, it is unknown whether existing ITV Player apps will be updated on Virgin Media TiVo, Android and iOS.

The broadcaster celebrates its 60th anniversary this week and it is clear that the Hub is the next step in modernising how viewers digest ITV content.

The move to the Hub follows Channel 4's decision to bring their online services under All 4 earlier this year.

The ITV Hub is expected to launch later this year.