Is ITVX Premium worth it? For people who watch a lot of ITV dramas, reality shows and British box sets on demand, often yes: it removes the ad breaks from on-demand viewing, lets you download programmes, and opens up the extra library that used to sit on BritBox. For occasional viewers, the free ITVX tier is enough. At the time of writing Premium costs around £5.99 a month or £59.99 a year, but check the current price on ITVX before you sign up.
Here is what you get, what you do not, and a simple way to decide.
Free ITVX vs ITVX Premium
| Feature | ITVX (free) | ITVX Premium |
|---|---|---|
| Price | Free | Around £5.99/month or £59.99/year at the time of writing |
| Live ITV channels | Yes | Yes |
| On-demand catch-up and box sets | Yes | Yes |
| Ads on on-demand programmes | Yes | No, for on-demand content |
| Downloads to watch offline | No | Yes, on mobile devices |
| Extra library (former BritBox content and exclusives) | No | Yes |
| 4K on selected titles | Limited | Selected titles, device dependent |
Feature details can vary by device, and live channels may still carry adverts because they are the same broadcast feed that goes out on TV. Check ITVX’s help pages for the latest list before paying.
What you are really paying for
No ad breaks on demand
This is the main reason most people upgrade. ITVX’s free tier shows ads before and during programmes, much like live TV. If you binge whole series, those breaks add up, and Premium removes them from on-demand viewing.
Downloads
Premium lets you download programmes in the mobile app and watch them offline. That is useful for commuters, flights and holidays where Wi-Fi is unreliable.
The extra library
When BritBox UK was folded into ITVX, its catalogue of classic British TV moved behind the Premium tier. If you like older British comedy and drama, this is where much of it lives. Premium also carries some titles that are not on the free tier.
Who should pay for ITVX Premium?
- Heavy ITV viewers: if ITVX is one of your most-used apps, removing ads is a real quality-of-life upgrade.
- Fans of classic British TV: the extra library is the main draw if you enjoy older shows.
- People who travel or commute: downloads make Premium more useful on the move.
- Households trying to avoid live TV: if you stick to on-demand ITVX, you can watch without a TV Licence, and Premium makes that experience closer to a paid streaming service.
Who can skip it?
- Live TV viewers: if you mostly watch ITV1 live, Premium does not change much.
- Occasional viewers: if you only open ITVX for one or two series a year, the free tier is fine.
- People with too many subscriptions: if you already pay for several services, Premium is an easy one to rotate in for a month and out again.
Is it good value compared with other services?
Premium is cheaper than most of the big subscription services, but it is also narrower: it is mainly ITV and British content. The best value is usually to pay monthly when there is a series you want to binge, then cancel, rather than keep it running all year. The annual price is better value only if you are confident you will use it most months.
| How you use it | Best option |
|---|---|
| Watch one or two ITV dramas a year | Free ITVX |
| Binge a series every few months | Premium monthly, then cancel |
| Use ITVX most weeks and hate ads | Premium annual |
| Mostly watch ITV1 live | Free ITVX |
Device choice matters too. ITVX runs on most smart TVs and streaming sticks; our streaming device guide compares the main options if your TV app is slow.
ITVX Premium and the TV Licence
Watching ITVX on demand does not need a TV Licence, with or without Premium. Watching live ITV channels in the app does, as does using BBC iPlayer. This matters if you are trying to cut costs: some households switch to on-demand viewing to drop the licence, and ITVX Premium can make that more comfortable.
Building a sensible UK streaming setup
Many people end up with a mix: free broadcaster apps (ITVX, Channel 4, My5 and, with a licence, BBC iPlayer), one or two paid services, and occasionally a sports option. Our cord-cutting guide walks through how to combine them without overspending.
Some viewers also use IPTV for live channels. If you go that way, check the provider is licensed for its content and understand the UK rules. Our own plan, IPTV Journal, costs $89 for 12 months, and the details are on our pricing page.
Our verdict
ITVX Premium is worth it if you watch ITVX regularly on demand, dislike ads, or want the classic British library. It is not worth it if you mainly watch live ITV or only dip in a few times a year. The simplest test: try a month during a series you care about, and see whether you miss the ads coming back afterwards.
FAQ
How much is ITVX Premium?
At the time of writing, it costs around £5.99 a month or £59.99 a year. Prices change, so check the current price on the ITVX website or app before subscribing.
Does ITVX Premium remove all adverts?
It removes ads from on-demand programmes. Live channels in the app may still show adverts, as they carry the broadcast feed. Check ITVX’s help pages for current details.
Is BritBox included in ITVX Premium?
BritBox UK’s catalogue moved into ITVX, and that extra library sits in the Premium tier. Availability of individual titles can change over time.
Do I need a TV Licence for ITVX Premium?
Not for on-demand viewing. You need a licence if you watch live channels in the ITVX app, or if you watch any live TV or BBC iPlayer elsewhere.
Can I cancel ITVX Premium at any time?
Monthly subscriptions can usually be cancelled before the next billing date, and you keep access until the end of the period. Check the terms for the platform you subscribed through, such as an app store.
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