Why ITVX has ads
ITV says ITVX is kept free by the ads you watch during shows, and that those ads help it invest in more programmes. Its answer for watching without adverts is ITVX Premium.
What ITVX Premium costs and includes
| Plan | Price | Ads |
|---|---|---|
| ITVX (free) | £0 | Ads during on-demand programmes and live TV |
| ITVX Premium monthly | £5.99 a month | Ad-free on demand. Live TV still has ads |
| ITVX Premium annual | £59.99 a year | Ad-free on demand. Live TV still has ads |
ITV says Premium also adds hundreds more films and shows, the BritBox catalogue and downloads on mobile versions of ITVX. You can cancel at any time before your next billing date.
ITVX Premium is also sold as an add-on through Prime Video in the UK, at £5.99 a month. ITV says that version shows new episodes and live sport with ads, and on-demand titles after they air without ads.
What still has ads with ITVX Premium
- Live TV. ITV says live TV plays with ads, even with Premium.
- ITV promotions. ITV says programmes may contain ITV promotions where contractually required.
- Outside the UK. ITVX is a UK service.
A free way to see fewer ads in Chrome
BingeLift is a free Chrome extension that includes ITVX. On itv.com, it removes adverts, promos, idents and sponsor messages from ad breaks in catch-up and on-demand programmes before they play. Its ITVX support was last checked on 14 October 2026 in the United Kingdom.
| What you get | ITVX Premium | BingeLift |
|---|---|---|
| Cost | £5.99 a month or £59.99 a year | Free |
| Where it works | ITVX apps and website | itv.com in Chrome on a computer |
| On-demand ad breaks | Removed | Removed from the ad breaks BingeLift recognises |
| Live TV | Still has ads | Not covered |
| Extra shows and BritBox | Included | Not included |
| Downloads | On mobile versions of ITVX | Not included |
- Install BingeLift from the Chrome Web Store on your computer.
- Open itv.com, sign in and choose a catch-up episode or on-demand programme.
- If ITVX was already open, refresh the page so BingeLift can start.
If ITVX says an ad blocker is detected, switch BingeLift off for ITVX and refresh. The ITVX ad blocker page lists exactly what BingeLift covers.
Which option suits you?
- You watch on a TV, phone or games console: ITVX Premium. Browser extensions cannot run inside apps.
- You want BritBox, extra shows or downloads: ITVX Premium.
- You watch catch-up on a computer: BingeLift, for free.
- You mostly watch live: neither option removes ads on live TV.
ITVX ad free: common questions
How much is ITVX ad free?
ITVX Premium costs £5.99 a month or £59.99 a year.
Does ITVX Premium remove ads from live TV?
No. ITV says live TV plays with ads, even with ITVX Premium.
Why do I still see promotions with ITVX Premium?
ITV says programmes may contain ITV promotions where contractually required.
Can I get ITVX Premium through Prime Video?
Yes. ITVX Premium is available in the UK as a Prime Video add-on at £5.99 a month.
Does BingeLift work in the ITVX app?
No, BingeLift does not work in the ITVX app. It works on itv.com in Chrome on your computer.