ITVX is the UK’s freshest streaming service

ITVX is the UK’s freshest streaming service, underpinned by a significantly enhanced data capability and packed with over 20,000 hours of content. There will be something for everyone on ITVX, with more fresh new content dropping every week than any other UK video on demand platform. All for free.

40 million ITVX now has over 40 million registered users

3 billion More than 3 billion streams

All genres up YOY Streams have more than doubled across drama, sport and film

20,000 ITVX has over 20,000 hours of free content

Why VOD advertising and ITVX targeting?

Get your brand famous on the UK’s biggest commercial VOD service and start your VOD advertising campaign to the nation now. With over 40 million registered users across platforms (connected tv, mobile, iPad and desktop),broadcaster VOD advertising is a great way to target your chosen audience with relevant content as they tune in to watch high quality content on a trusted platform. This premium advertising environment also allows advertisers to have a conversation with viewers without needing the budget of an on-air TV campaign.

  • In 2023, Broadcaster VOD accounted for 12% of total broadcaster TV viewing and 29% for 16-34s.

  • 85% of BVOD is watched on a TV set and 49% of adults watch BVOD on a TV set each week.

Target with precision

Here are some ways you can use ITVX to target your chosen audience and build a bigger picture of who they are and what they like:

ITV AdLabs: Product

Automated Contextual Targeting

Tap into the power of ACT for effective TV advertising.


Explore this unique opportunity to reach category shoppers at scale on ITVX and measure using real sales data.

Data Match

Bring your first-party data for insights, measurement and targeting.

Weather Targeting

Go live the moment your chosen weather criteria is met in the local region.


ITV AdLabs: Insight

Share of voice

Easy, real-time SOV reporting for all UK TV spend (inc. linear and sponsorship).


The gold standard for regional testing; capture more campaign outcomes than ever before.

Recover Budget Planner

Plan the right budget level to return to growth – no matter what recession.

Addressable Lift

Ever more accurate measurement of the impact of linear and BVOD advertising is possible with ITV.

TV Auction Boost

It’s now possible to quantify the impact of linear TV advertising on any brand’s paid search campaigns.

Check out our killer charts

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We've kicked off a monthly insights deck with ITVX viewing performance figures, viewing behaviours and a spotlight on programme highlights to help your brand be part of our ITVX journey, as we continue to share our learnings, successes and future developments.

Download here

What’s in the pipeline for 2024?

A pause ad format, ready to launch on CTV and going live in spring 2024

Short form advertising opportunities

New distribution partners

Even more sponsorship opportunities

So what's next?

  • Our new Personalisation tool is delivering significant increases in conversion to view, but there’s lots more still to come.

Want your brand to get noticed on ITVX?

If you’re ready to gain access to premium advertising opportunities and in a trusted environment, there is no better platform to make your brand famous. Get in touch with the team on to start your VOD advertising campaign today.