ITV is to add a new subscription tier to its ITV Hub catch-up and on-demand app, allowing customers to watch their favourite ITV shows without having to sit through advert breaks.
Customers who opt not to subscribe will continue to see unskippable advert breaks, but those who pay £3.99 per month will be able to watch shows without interruption.
The new ITV Hub+ feature has been trialled on Apple’s iOS devices but ITV says it will be rolled out across more platforms and with the addition of new functionality.
Apple users will get the option of downloading content to their devices, allowing them to watch offline.
Paul Kanareck, ITV’s Group Director of Online, said: “Viewers have always understood the trade off between paying to view content and watching adverts.
“With the development of the ITV Hub, we can now offer viewers a choice – to keep watching for free, or to pay to watch without interruptions if that’s important to them.
“We’ve moved from a single content proposition, as a catch up service, to a more comprehensive offering and Hub+ is a great example of what we can do to further personalise a user’s experience.”