The name of ITV’s new streaming service has raised some eyebrows, with the broadcaster avoiding the now ubiquitous ‘plus’ attached to most new services.
ITVX officially launched on the 8th December 2022, aiming to revolutionise ITV’s streaming offer, with a mix of free and premium content. At launch 15,000 hours of content was available to users in a major change to how viewers can access ITV’s content online.
That change was reflected in the choice of name: ITV Creative worked with design agency DixonBaxi to create the branding for the new service, who decided to go against the dominant naming convention and not call the service ITV+.
In November 2022, ITV explained that by calling its streaming service “ITVX”, they wanted to turn convention on its head – or more precisely by 45 degrees – a ‘+’ symbol rotated by 45 degrees becomes an ‘x’.
Technologically, ITV has turned convention on its head by offering HD as standard and not locking it behind its premium service. And its become the first UK broadcaster to offer a dedicated streaming channel in British Sign Language.
Mixed reviews
But the service has had a mixed review from audiences, with plenty of complaints still coming in on social media. It proves that ITV may have to go some way to shake off the bad reputation ITV Hub had for being buggy.
ITVX Availability
As of the end of 2022, the full ITVX experience, including the Premium service was available on the following platforms:
- Amazon Fire TV & Tablet
- Android (5.0 and up)
- Android TV (please note: some models aren’t yet supported)
- Apple TV (tvOS 12.2 or later)
- Chromecast
- Freesat (older models aren’t supported)
- Freeview Play (older models aren’t supported)
- Huawei Phones and Tablets
- iOS (12.2 or later)
- LG Smart TVs (2016 and above)
- NOW Smart Sticks and Boxes (minimum firmware v11.0.2)
- Roku Streaming Players (minimum firmware v11.0.2)
- Samsung Smart TVs (2016 and above)
- Sky Glass and Sky Stream puck
- Virgin Media
- Web Browsers
- Xbox One/S/X and Xbox Series X/S