ITV’s new streaming service ITVX will launch on 8 December, the broadcaster announced today.

Bringing back Big Brother could prove a smart move for ITV if it can create an overall package that bring back older viewers while capturing a new audience.

ITV has appointed Lynette Kewley to be director of commercial and propositions for its upcoming streaming service ITVX.

ITV’s new streaming service comes when the UK AVOD market is ripe for more competition. But the broadcaster needs to answer two important questions.

Will ITVX’s “futureproof plan” rival the likes of Disney+ and Netflix?

The content budget for ITV’s new streaming service will increase to £1.35bn as it prepares to launch before the World Cup in November.

ITV has announced it will launch the UK’s first integrated advertising and subscription-funded platform later this year.

For TF1, it was time to get in front of viewers who head straight to Netflix every night and stay there. More generally, broadcasters are seeking reach, while the global streamers need local content for engagement.

Sporting moments create opportunities for mobile live stats, tailored offers, or loyalty rewards, rather than interrupting the flow of the game, says Digital Turbine’s chief business officer. 

ITV reported flat total revenue growth in 2025 to £4.1bn, as 10% growth in digital revenues and 5% growth in ITV Studios revenues were offset by declines in its linear advertising business.