ITVX and ITV websites combine as some users remain on ITV Hub while others have been upgraded to ITV’s new streaming service – minus some of the features and shows that won’t go live until the official launch day.
ITV announced earlier this month that ITVX officially goes live on the 8th December. But at the same time, ITV also said the ITVX app would start appearing on various devices and platforms ahead of that date (as reported here).
Today, ITVX.com and ITV.com became one, with the new ITV website giving a taste of the new ITVX service, including the arrival of some of the promised new streaming-only channels. Mobile and tablet users will see the ITV Hub app morph into ITVX as updates are pushed out across devices.
Where the ITV Hub has been replaced, viewers will also be able to find third-party content from CBS and an enhanced library of shows from Warner Media. But some ITVX exclusives including the drama A Spy Among Friends won’t be released until official the launch.
Customer support for ITVX has also sprung into life today, with the streaming service’s Twitter feed now open to enquiries about the service.
Analysis / Messy rollout and launch?
The arrival of the ITVX app has created some confusion in terms of customer and press communication. Just ten days after announcing the 8th December as the launch date, it already feels like it will be a non-event for most viewers.
If ITVX is already on your device, you may wonder why the official launch date is still 8th December and why ITV couldn’t have just said the app was launching in November?
ITV’s answer to this is: ITVX is arriving early, “to ensure viewers have full access to all content, including the new, exclusive to streaming titles which will go live on Thursday 8th December.”
Until the 8th December, the ITVX app on your device or the ITV.com website may not yet include all the features and hours of content that has been promised.
At any rate, it does mean many football fans won’t face viewing part of the World Cup on ITV Hub and the rest on ITVX.
ITVX is available in two flavours: free (registration required) with adverts and Premium for £5.99 a month or £59.99 a year. Whatever ITV has said about the official launch being on 8th December, if the updated ITVX is available on your device, you can start subscribing and accessing ITVX Premium.