ITV X Premium costs £5.99 a month, and it folds BritBox UK into the same ad-free subscription. For viewers weighing free streaming against paid access, the package now puts thousands of hours of ITVX on-demand content and live channels behind one recurring fee.
BritBox and ITVX together
The subscription sits inside the same ITVX app on smart TVs, streaming sticks, mobiles and web browsers. That keeps the switch simple: one account, one login, and the BritBox UK library alongside the main ITVX catalog.
ITV plc has made that bundle the centre of its streaming strategy, with investor attention increasingly fixed on how many viewers move into paid tiers rather than stay on advertising alone. In business terms, the service is asking a familiar British audience to pay for convenience, back-catalogue access and less interruption.
£59.99 a year
The annual plan comes in at £59.99, which gives the service a second price point for people who know they will stay beyond the trial. The app also offers a 7-day free trial directly inside ITVX, and payment runs through card billing or platform billing on Apple and Google devices.
That pricing still leaves a catch. A handful of shows carry adverts for rights reasons, so the promise is not blanket ad removal across every title. Even so, the package removes adverts from thousands of hours of on-demand content and live channels on supported platforms, which is the part most viewers will notice first.
Free trial, then auto-renew
After the trial ends, the subscription renews automatically unless it is cancelled before the end date. Cancellation happens through account settings or the platform store, depending on where the user signed up, and profile and viewing history remain intact after cancellation.
Once the paid period ends, streams fall back to the ad-supported experience. That makes the decision practical rather than abstract: viewers can test the bundle for seven days, keep it if the BritBox library and ad-free playback are worth the fee, or drop back to the free tier without losing their account history.
