Latest News About Itv X Player

Here’s the latest I can share about ITVX/X Player based on the most recent information I have:

• ITVX is ITV’s current streaming platform, launched to replace ITV Hub with a mix of ad-funded and premium content, including exclusive shows and FAST channels. It’s positioned as the modern home for ITV’s on-demand content and live channels.[4][6]
• ITV has continued to expand ITVX with new features and content partnerships, including advertising innovations and enhanced viewer control, with communications from ITV about roadmap updates and pilot programs rolling into wider rollout.[2][6]
• In terms of branding history, ITV previously operated ITV Player as a catch-up service, but the newer service was rebranded and integrated into ITVX as part of a broader digital refresh in the early 2020s.[9][4]

If you’re looking for something specific (e.g., new show arrivals on ITVX, changes to subscription options, or platform availability in Malta), tell me what aspect you want, and I can narrow down the most relevant recent updates.

Citations:

• ITVX overview and evolution from ITV and related coverage[6][2]
• Historical context on ITV Player replacement and branding shift[4][9]