The story of ITV Live Online—the digital evolution of the UK's first commercial broadcaster—is a journey from regional TV sets to a multi-platform, streaming-first world. The Digital Transformation: From Hub to ITVX
Learn how ITV manages the challenges of the modern streaming landscape through its balanced advertising and subscription model: ITV Live Online
The transition to online broadcasting began in earnest with the 2008 launch of , the network's first dedicated on-demand service. In December 2022, ITV pivoted to a "streaming-first" strategy by replacing the Hub with ITVX . This new platform was designed to compete directly with global streaming giants by offering a massive library of over 10,000 hours of content, including exclusive premieres and live events. The story of ITV Live Online—the digital evolution