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.

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.

The smart TV brand has launched Immersive Carousel, offering brands five separate creative tiles to showcase content, products and calls to action on the home screen. ITVX and a luxury menswear brand have seen strong results.

Netflix, Disney+ and Prime Video will be subject to the same Ofcom scrutiny as traditional broadcasters such as the BBC and ITV.