A phased rollout begins on NOW TV Wednesday, allowing customers to catch-up on a selection of content from ITV, ITV2, ITV3, ITV4 and CITV from the last 30 days on their main TV.
On Roku the ITV Player channel can be found in the UK Roku Channel Store on all current-generation Roku players, including the newly launched Roku Streaming Stick.
Martin Goswami, director of pay & distribution at ITV, said it was a key part of the broadcaster’s strategy to make its content available on multiple devices.
NOW TV is planning a new software update that is being rolled out to all of its devices over the next month.
Customers can look forward to a refreshed homepage screen with a new look and feel, making it easier to navigate the apps available on the device.