[5][6][7][8] During the same month, it was announced that ITV has bought out the BBC's share in the UK version of BritBox, and would also include access to the service for ITVX Premium subscribers.

[13][14][15] By April 2024, BritBox UK would cease to exist as a standalone platform and be fully absorbed into ITVX's premium tier.

As of August 2024, ITVX is available on Apple's App store, and Google's Play Store[18] Amazon Fire tablets and TVs, select Android TV models, Android devices running 7.0 and above, Apple TV, Chromecast, Freesat, Freeview Play, IOS, PlayStation 4 & 5, Roku, Samsung Smart TVs models from 2016 and above.

[citation needed] Initially, the website version used Microsoft Silverlight, as opposed to Adobe Flash (used by BBC iPlayer and Channel 4's 4oD) and Windows Media Video.

[citation needed] The redesigned website version was launched on 22 August 2011 with upgraded search features, and a new Flash-based video player designed improve playback reliability.

[citation needed] In January 2012, the site was due to be overhauled to offer paid-for content in addition to the existing free 30-day catch-up;[22] however, this was delayed until 29 October 2012.

[citation needed] If the same programme was also broadcast in central and northern Scotland, then users located in those areas may be able to view it on the STV Player.

[citation needed] The ITV Hub website attempts to detect user location automatically, using that provided by the ISP.

[39] On 8 January 2009, it was announced that ITV Net Player would be added to Virgin Media's digital cable TV service.

[40] The deal allows Virgin Media's 3.5 million TV customers to view over 40 hours of programming from ITV, ITV2, ITV3, and ITV4 each week.

Popular shows such as Coronation Street and Emmerdale are all available for seven days after being broadcast as part of Virgin Media's free Catch up TV service.

Virgin Media's viewers were able to choose from 500 hours of ITV comedies, documentaries, and dramas, on demand through the TV Choice section, however, the contract to supply archive content ended on 23 February 2013.

Under the terms of the deal with Sony, STV, UTV and Channel Television were able to add their own equivalent services so they were also accessible from the PS3 platform on a similar basis to ITV Player.

"[48] On 14 January 2013, ITV Player 2.0 was released adding support for Android 3.x Gingerbread to 4.0 Ice Cream Sandwich and a re-engineered user interface.

[49] Adobe ceased support for Flash on Android in 2011, which caused ITV Player to be incompatible with devices on that operating system.

ITV's online product director, James Micklethwait, cited "fragmentation of the Android ecosystem" as the motive behind the deal.

[51][52] In June 2013, the iOS app was updated to add a trial premium section, allowing subscribers to watch catch-up content without advertising, as well as pay to view live streams of ITV3 and ITV4.

[citation needed] The UWP app can only be installed on the Xbox One and videos cannot be played through Microsoft Edge whether you're in mobile or desktop view.