ITV to launch new streaming service as they plan to release shows online first

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ITV has announced plans to launch a brand new streaming service set to drop later this year as the popular broadcaster prepares to share shows online first.

The new streaming service will be home to ITV;s newest shows months before they air on TV with the service also promising documentaries, US series, comedy, reality shows and even blockbuster films.

TV bosses proudly announced the launch of the UK's first integrated advertising and subscription funded streaming service on Thursday (3 March).

Viewers will be able to watch thousands of hours of content for free in an advertising funded tier or upgrade to the subscription service which provides ad-free content in addition to content from other partners such as BritBox.

After the success of other streaming services such as Netflix and Amazon Prime, the media company wanted to adopt a similar digital first approach to new content in 2022.

Much of the content – including the gripping new series A Spy Among Friends – will now premier on ITVX before it moves onto ITV linear channels later on down the line.

ITV's Managing Director of Media and Entertainment Kevin Logo said: "Viewing habits are changing rapidly and ITV has exciting plans which we are announcing today to really scale up out streaming ambitions, offering viewers a service with more fresh, free content dropping every week than anywhere else.

"Our broadcast channels are very important to what we do, and we are still focused on delivering what ITV does better than anyone in commercial TV – creating programmes that bring audiences together – in-the-moment, in their millions, for that shared viewing, schedule TV experience.

"However we know we have to deliver our programmes to as many people as possible in all the ways they want to watch them, and going forward viewers will now see a wide array of shows premiering first on ITVX, which is the cornerstone of ITV's digital acceleration."

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