ITV Hub is set to be closed down by the end of 2022.
The video on-demand service and 'home of ITV' - where you can watch family favourites such as Ant and Dec's Saturday Night Takeaway, get stuck into a good old murder mystery such as Agatha Christie's Marple or binge-watch some reality TV like Love Island - is about to be no more.
However, fear not, because all is not lost. As with every ending, comes a new beginning.
While by the end of the year, ITV hub will be closed down, it is set to be replaced with ITVX - described as the UK's 'first integrated advertising and subscription (AVOD/ SVOD) platform'.
The new platform already has its own website, which teases users: "Get ready for Britain's freshest new streaming service."
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The announcement continues: "ITVX is the new streaming home of all ITV and so much more!
"With exclusive new series launching every week. An ever-changing library of blockbuster movies and the nation's biggest live events.
"Curated themed channels, thousands of box sets and the ability to access BritBox all in one place!"
In a press release, ITV explained the streaming service will remain 'free-to-watch'.
One major difference? It has been 'built on a new technical and user architecture, underpinned by a significantly enhanced data capability and packed with 15,000 hours of content' as opposed to the roughly 4,000 hours currently on ITV Hub.
Instead of releasing series on its linear channels, ITV will now 'adopt a digital first windowing strategy' which will see 'much of its new content' premiered on ITVX.
Every week, a new and exclusive series will drop on ITVX.
Some upcoming series include Litvinenko starring Doctor Who legend David Tennant, Nolly featuring Harry Potter star Helena Bonham Carter and A Spy Among Friends starring Homeland actor Damian Lewis.
ITV explained that such dramas will arrive on ITVX 'six to nine months' before they're released onto one of its broadcast channels.
Other exclusive content will feature 'a raft of exciting comedy' and 'compelling factual content,' with 'many more streaming premieres to be revealed in the run up to the launch'.
Viewers will also be able to catch blockbuster films on the service.
"ITVX intends to stream 500 films for free in its first year alone, with a constantly refreshed selection of titles and 150 films on the service at any one time," the plans state.
Popular US series will also be included due to a 'wide ranging content deal' between ITV and WarnerMedia International Television Distribution.
ITV's Chief Executive, Carolyn McCall, stated: "The digital acceleration we are announcing today builds on everything we have achieved in phase one of our More Than TV strategy. ITVX will be a free service supported by adverts, with a compelling subscription proposition.
"This is fantastic for viewers - it will provide a simplified and seamless experience with thousands of hours of free content made up of both library and original exclusive content."
There will also be a subscription tier on the service for viewers who prefer to watch ad-free.
McCall concluded: "We are supercharging our streaming business, fundamentally shifting our focus to think digital first, as well as optimising our broadcast channels, by continuing to attract unrivalled mass audiences. In doing so we are responding to changing viewing habits, but also the evolving needs from our advertisers. This will enable ITV to continue to be both commercial viewers and advertisers’ first choice."
ITVX is anticipated as launching sometime later this year.
Until then, viewers can still use ITV Hub.
Topics: ITV, TV and Film, UK News
Poppy Bilderbeck