ITVX will be the UK’s first integrated advertising and subscription funded platform, which will be viewer led.

New ITV shows will premiere on ITVX first before airing on ITV linear channels months later. 

The service will allow viewers to watch thousands of hours of free content in an advertising funded tier, or they can upgrade to a subscription service which will give them ad free content and extra content from BritBox and other partners’ content. 

New content will be released every week and will be a mix of commissioned and acquired series and films covering a wide range of genres. 

Some of the dramas set to stream on ITVX include A Spy Among Friends, starring Damian Lewis and Guy Pearce, The Sex Lives of College Girls, created by Mindy Kaling, and draw dropping comedy Deep Fake.

Also coming to ITVX, Nolly, written by Russell T Davies and starring Helena Bonham Carter, and Litvinenko, starring David Tennant. 

Viewers will be able to live stream ITV linear channels and there will be exclusive themed channels that use data to align with viewer preferences and popularity. 

ITV’s Managing Director of Media and Entertainment, Kevin Lygo commented: “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.

“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.”

ITVX will launch later this year.