ITVX Premium has launched on Prime Video in the UK as a new add-on subscription priced at £5.99 per month, giving customers access to ITV’s ad-free tier directly within the Prime Video app.
From today, Prime Video users can watch ITV content from ITV1, ITV2, ITV3, ITV4 and ITV Quiz channels, including entertainment hits such as Love Island and I’m A Celebrity… Get Me Out of Here!, as well as new drama Frauds.
The partnership expands ITVX Premium’s distribution footprint and strengthens Prime Video’s position as a one-stop hub for premium subscription channels. The service joins Prime Video’s roster of more than 70 partners in the UK, which includes Apple TV+, Paramount+, MGM+ and TNT Sports.
Akhila Khanna, Director of Distribution at ITV, said: “We’re thrilled to have ITVX Premium join the channels line-up on Prime Video, extending the ad-free subscription experience of our service to Prime Video customers.”
Siena Pakington, Country Manager for Prime Video UK, added: “Prime Video is a first-stop entertainment destination offering customers a vast collection of premium programming in one app. We’re excited to bring ITVX Premium to that mix.”
Subscribers can watch live and on-demand programming in line with ITVX releases, either with ads during live simulcasts or ad-free post-broadcast.
The launch follows ITV’s wider strategy to broaden reach across multiple platforms. Earlier this year, ITV and Disney+ announced a content-sharing agreement that allows each platform to showcase a selection of the other’s programmes. Under the deal, Disney+ features British hits such as Mr Bates vs The Post Office and The 1% Club under a “Taste of ITVX” rail, while ITVX carries Disney+ titles including The Bear, Only Murders in the Building and Andor in its “Taste of Disney+” section. Each platform retains control over advertising for its own titles.
The new cross-carriage partnerships come as ITV navigates a mixed performance in its premium subscription base. According to its half-year results to 30 June 2025, ITVX Premium subscribers fell to 0.9 million, down from 1.0 million earlier in the year — a decline ITV attributes to its focus on expanding the ad-funded tier, which continues to drive higher engagement and revenue growth.
