ITV quietly deletes two apps from Amazon as it doubles down on ITVX and its £5.99 subscription

screenshot of the itvx app running on apple tv with the mr bates vs the post office series shown at the top of the interface

ITV claims it's still on track to reach its target of 2.5 million paid ITVX Premium subscribers by 2026, despite a drop of 100,000 users within the last 12 months

Aaron Brown

By Aaron Brown

Published: 09/03/2024

- 05:30

It costs £5.99 a month to unlock everything on ITVX

  • ITVX has lost 100,000 users in the last 12 months, ITV confirmed
  • ITV Catch-Up and BritBox have been culled from Prime Video channels
  • Decision removes a more affordable way to drop adverts from ITV shows
  • It could leave viewers with older hardware unable to watch ITVX content
  • ITVX still "on track" to reach its goal of 2.5 million paid subscribers by 2026

ITV has pulled the plug on two separate services on Prime Video — ITV Catchup and BritBox. Both ITV-owned channels were available as standalone subscriptions for Prime Video users, with the monthly fees charged directly to the payment details stored on your Amazon account.

Channels offer a way to watch content from other providers within the Prime Video app, so you don’t need to continuously bounce between multiple apps to find the boxset, documentary, or movie that you’re looking to watch. Since everything is managed by your Amazon account, there’s also no need to create a standalone login for every streamer either.

But it wasn’t just convenience that made ITV Catchup such a good option for Prime Video viewers, it was also a more affordable way to ditch adverts from your favourite ITV shows. Ad-free viewing cost £3.99 a month via Prime Video channels, compared to £5.99 per month for ITVX Premium.

screenshot of itvx advertising its paid subscription itvx

ITVX Premium costs £5.99 per month. The paid subscription removes ad breaks from on-demand content and unlocks 7,000 hours of exclusive shows commissioned for ITVX and BritBox


Some older set-top boxes and Android Smart TVs are incompatible with the standalone ITVX app, which only launched in December 2022. Many of these devices still support Prime Video, so channels proved to be a useful workaround to access content from ITV and BritBox.

With the closure of ITV Catchup and BritBox, which has now been subsumed by ITVX, these loopholes have been sealed shut, leaving only one way to binge-watch boxsets and films ahead of their broadcast on television or without ad breaks — ITVX.

To continue to grow ITVX, the broadcaster has announced plans to bring its streamer to more devices in the coming year, including PlayStation 4 and PlayStation 5 consoles for the first time. ITVX is already on Xbox One, Xbox Series X and Series S, but not Sony or Nintendo-built competitors.

ITVX is widely tipped to launch on Freeview successor Freely in the coming months. This new service will offer access to live television over a broadband connection, with no need for an aerial.

To benefit advertisers, ITV has confirmed plans to introduce subtitles for adverts. It will also debut Pause Ads, which will show an extra advert on-screen whenever viewers hit the pause button.

ITVX replaced ITV Hub at the end of 2022. While it’s widely seen as an improvement, it still generates a range of complaints on social media for glitches and crashes. ITV has confirmed that it will invest in improving the streaming service in the coming months.

Despite this investment, ITVX lost 100,000 paid subscribers in the last year. According to the commercial broadcaster, it had 1.3 million subscribers as of December 31, 2023. ITV says it’s “on track” to double the number of paid subscribers within the next two years to reach its target of 2.5 million ITVX Premium subscribers by 2026.

ITVX boasts 25,000 hours of shows, documentaries, and movies. Some of that content is reserved for paid ITVX Premium subscribers — roughly 7,000 hours, including boxsets from US broadcasters. It has 300 films, making it one of the largest free film libraries available in the UK.


ITV commands a 32.6% share of commercial viewing in the UK. Research from Kantar shows that 19.8m British households now have at least one paid video streaming service in their household.

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