New Version of ITV Player App Goes Ad-Free

LONDON: ITV has a new version of its ITV Player app available for Apple devices, introducing a premium upgrade that allows viewers to watch the last 30 days of catch-up programming without advertising.

Content from across ITV, ITV2, ITV3, ITV4 and CITV, as well as live simulcast of ITV3 and ITV4, can be accessed without ads with this upgrade, which costs £3.99 per month. The catch-up content with ads and live simulcast of ITV’s flagship channel and ITV2 remain part of the ITV Player app for free. When users update the application on their device, they will be given the option to subscribe to the premium service to access the ad-free content and additional live channels.

James Micklethwait, the online product director for ITV, said: “As part of ITV’s ongoing Transformation Plan, a key priority for the online team is to drive new revenue streams by exploiting our content across multiple platforms, and the launch of the ad-free ITV Player app is a further step on that journey.”

Steven Power, product manager for ITV Player on mobile, added: “As ITV Player on mobile devices continues to grow—over 7 million downloads on iOS to date—it is important we deliver innovative business models and adapt the product to the evolving market. I’m genuinely excited that we’re the first commercial broadcaster to offer viewers the choice to watch content with or without advertising.”