How To Build a Video Streaming App Like ITVX in the UK?

ITVX has millions of active users in the UK, and to be honest, the reasons even insisted us to use the app. People’s shift from traditional television viewing to online streaming platforms, and obviously, the success of ITVX, has led to the emergence of many similar services, which mainly include BBC iPlayer, My5, STV and Channel 4. These platforms are directly competing with the ITVX app by offering On-demand content, live TV access, and more personalized viewing experiences.

The UK’s online video streaming is huge, and the underlying opportunities within it are limitless. ITVX has proved its potential and is listed as the UK’s #1 commercial broadcaster video-on-demand (BVOD) platform. But now it’s your turn to make it big in the video streaming industry.

Through this comprehensive guide to building a video streaming app like ITVX, we will explain the complete process, its business models, key features, process and cost to help you get an idea before starting.

Key Insights on the UK’s Video Streaming Market

• The video streaming market in the UK generated about £10.43 billion in revenue in 2024, which is expected to grow at a CAGR of 21.8% to reach £33.99 billion by 2030. (Source: Grand View Research)

• The United Kingdom accounts for 10.8% share in the global video streaming market. (Source: Grand View Research)

• The Subscription Video-on-Demand (SVoD) penetration in the UK has increased by 240% in the last decade. (Source: Uswitch)

• A UK adult, on average, watches at least 4 hours and 31 minutes of content a day. (Source: Uswitch)

What is ITVX, and Is It Legal?

ITVX is a free, but ad-supported, video-on-demand (VoD) streaming platform in the UK. The service is operated by ITV, which is the UK’s largest commercial television network.

The platform has earned popularity among the UK audience, with its offerings of 15,000 hours of video content, including dramas, TV shows, reality shows, comedy, documentaries and livestreams of ITV’s broadcast channels.

Although ITVX is free, the free version comes with frustrating ads that pop up out of nowhere, and some of them are even unskippable. However, the ITVX app also offers a subscription-based plan for an ad-free viewing experience, access to premium content and BritBox. The platform offers streaming services through desktop browsers, mobile apps and smart TVs.

At the same time, ITVX is a totally legal video streaming platform, regulated by the Advertising Standards Author ity And Ofcom. The platform strictly abides by the Rules set in the regional broadcasting and licensing agreements. As ITVX is restricted to broadcasting in the UK only, ITVX Geo blocks access to other countries. However, many still use VPN to by pass Geo-restrictions, but this violates the Terms of Use and is against the licensing agreements.

Understanding the Business & Monetization Models of ITVX

ITVX makes money based on hybrid monetization models, primarily Subscription Video-on-Demand (SVoD) and Ad-supported Video-on-Demand (AVoD).

Here’s how each of ITVX's monetization channels helps the platform earn money through services:

1. Free Ad-Supported Video on Demand (AVoD)

AVoD is the primary monetization strategy used by ITVX And basically something that contributes a large part of revenue to the platform. The platform is free but ad-supported, which means the platform earns commissions from advertisers for showing their ads before or during programs. With over 40 million users, the platform has high-quality first-party data to serve relevant and personalized ads to viewers.

2. Premium Subscriptions (SVoD)

This is the second most common mobile app monetization model for video streaming platforms. Along with a free version, ITVX offers a subscription-based plan called ITVX Premium. The premium version unlocks exclusive access to on-demand content from external partners, an ad-free viewing experience and access to BritBox.

3. Programmatic Advertising Through Planet V

ITVX also earns money through its proprietary, self-service programmatic advertising platform, called Planet V. The brands and media agencies pay commission to the platform for buying targeted video advertising and interactive ad formats. This monetization strategy helps ITVX to enable addressable audience targeting.

4. FAST Channels

In addition to the above monetization models, ITVX also offers a suite of free Ad-supported streaming television (FAST) channels. These channels are dedicated to specific genres or hit TV shows. They offer exclusive content at no extra cost, but ads still remain the frustrating part.

Key Features to Integrate into Your Video Streaming App

It is both the content and the features that work simultaneously to make an online video streaming app succeed. Here are some of the must-have features for your video streaming platform:

1. AI-Powered Personalized Content Recommendations

If your streaming platforms show the same content every time a user visits, you are likely to lose them soon. For streaming apps, personalization is everything. The perfect examples of personalized content recommendation are Netflix and Hotstar. These platforms recommend content based on user behaviour, viewing patterns, and selected genres to keep users engaged and coming back again. These features help –

• Increases watch time

• Reduces churn

• Creates a sticky user experience

2. Multi-Device Compatibility

Not everyone using your streaming platform has the same device and screen size. Many of them are viewing through smartphones or tablets, while others may be using smart TVs or desktops. Make sure that your platform operates seamlessly across different devices and screens, including

• Web browsers

• Android/iOS apps

• Smart TV platforms (Roku, Apple TV, Fire TV)

• Chromecast & AirPlay support

3. Offline Viewing Option

Although internet connectivity is never an issue in the UK, some remote locations still have some slow or even no internet connection. In such a situation, offline viewing is something a dealbreaker. Make sure to –

• Offer user control over data usage.

• Allow users to binge-watch during travel

• Increase content accessibility in low internet connectivity areas.

4. High-Performance Video Playback

The poor resolution or frequent buffering are the real audience killers. No matter whether it's an OTT platform or an online video streaming app, the quality of the video engages the audience for longer. Never to miss out on

• Multi-CDN architecture

• Adaptive bitrate streaming (ABR)

• Real-time diagnostics and error recovery

• Dynamic resolution switching

5. Smart Content Discovery & Search Filters

No matter how good your content is, if users can’t find it, it is useless. But you can add advanced features, such as AI search, filtering, tagging and…

• Genre and mood filters

• Voice-enabled search

• Trending

• "You will also like" carousels

6. Live Streaming Functionality

Live events, sports, TV channels, news and creator-driven content have a heavy demand in the UK market. If you are building a live streaming app, make sure it has

• Live chat option with moderation tools

• Viewer leaderboards

• Engagement badges

• Reactions, polls, and gamified elements

• Tips for exclusive access events

Apart from these, here’s a list of some bonus features you should incorporate into your video streaming app:

• User profiles & parental controls

• Push notifications for new releases or ongoing series

• Multi-language & auto-caption support

• Content bookmarking

• Resume watching

• Social sharing & watch parties

• In-App support & feedback

Steps to Build an App Like ITVX

Building an app like ITVX is not like creating a video player and uploading generic content. To make sure your app stands out, you need to add efforts right from the day you hire a software development team for the project.

Here’s a typical process of online video streaming app development to help you understand the basics and equip you with the knowledge of what to do next:

1. Start With the Streaming Model

Before directly sending the project to production, its is important to decide whether the platform will work as a business or content product. Will it offer live TV, live streaming services, catch-up content or subscription access? This stage helps businesses understand everything from architecture to storage requirements and monetization models.

2. Prepare Content Delivery and Video Infrastructure

Online video streaming platforms depend greatly on infrastructure. It is important to set up encoding pipelines, video hosting, CDN delivery, DRM protection and adaptive streaming so that the content quickly loads and adjusts to the network conditions.

3. Build the Core Application Ecosystem

This stage involves the development of mobile and web interfaces, alongside the backend systems that will power them. This includes the development of content management, user accounts, search, recommendation logic, payment, subscriptions and analytics for better content discovery and effortless playback.

4. Add Engagement Features That Increase Retention

Once foundational development is completed, integrate the core features into the platform that will engage the users and keep them coming back again and again. These features include continue watching, watchlists, personalized suggestions, offline downloads, subtitles, and cross-device syncing.

5. Test for Scale and Real Viewing Behaviour

Many of the online streaming apps fail when there is a spike in traffic. Therefore, it's important to test the platform in real behaviour conditions before rolling out. The most important tests during this stage include simulating peak traffic, test buffering speed, playback quality, login performance, and compatibility across devices.

6. Launch in Stages and Improve Continuously

Building an app, launching it and forgetting it; that’s not the case with online streaming platforms. You need to add new features, content and functionalities occasionally to improve both the platform performance and content experience. It is always better to release an MVP, monitor user behaviour, track watch time and drop-off rates, gather feedback, and continue improving.

How Much Does It Cost to Build a Video Streaming App in the UK?

The average cost of developing a video streaming app in the UK typically falls into the range of £60,000 and £350,000+. However, the final cost depends on the complexity, monetization model and number of screens.

Many businesses compare the streaming development cost with a standard mobile app. But in reality, these platforms invest heavily in backend infrastructure, video processing, content management, analytics, user retention, and performance at scale.

For instance, the average cost of online video streaming app development based on complexity:

• Basic Streaming MVP (£60,000–£100,000)

• Mid-Scale Streaming Platform (£100,000–£180,000)

• ITVX-Level Experience (£180,000–£350,000+)

Conclusion

So, that was the complete guide to video streaming app development like ITVX. Hope you have earned a good understanding of the UK’s video streaming market and underlying opportunities within it, ITVX business model, crucial features and obviously the cost to build such platforms.

The UK’s online video streaming market is vast, and if you want to take advantage of it, build a platform not just like ITVX, but something that fills the gaps existing platforms still leave behind. And Mtoag Technologies can guide you through this entire process, from validating the idea and defining the feature roadmap to designing, developing, launching, and scaling a video streaming platform built for the UK market.

FAQs

How Do I Get ITVX on My TV?

To get ITVX on a TV, open the app store available on your smart TV and search for ITVX. Download the app, open it, and sign in or create an account. If the TV does not support ITVX directly, streaming through devices like Fire TV, Chromecast, Apple TV, or gaming consoles is another option.

Do You Need a TV Licence to Watch ITVX?

A TV licence is generally required if ITVX is being used to watch live TV channels or live-streamed content. However, for watching only on-demand programmes, a TV licence is not typically required. Since licensing rules can change, checking the latest UK guidance is always recommended.

Is ITVX Free to Watch?

Yes, ITVX offers a free viewing option supported by advertisements. Users can access a large collection of shows, live channels, and catch-up content without paying. There is also a premium plan available for those who prefer fewer ads and access to additional content.

How Do I Watch ITVX on TV?

Watching ITVX on TV is simple. Install the ITVX app on a compatible smart TV or connect a streaming device that supports ITVX. Open the app, log into the account, select the content, and start streaming directly on the television screen.