ITV announced today that it's adding a premium, subscription tier to its ITV Hub streaming service, following a "successful pilot" on iOS devices. An ITV Hub+ subscription strips the adverts from on-demand content for £4 per month, with other exclusive features planned for paid users. During the holidays, for example, a download option for offline viewing will be added to ITV Hub on iOS.
Launched late last year, ITV Hub is currently available on 30 different platforms, with the Xbox One being added to that list in "the coming weeks." The benefits of a Hub+ subscription will begin to be seen beyond iOS over the next few months, starting with the browser-based and smart TV versions of ITV Hub. Throughout 2017, ITV is promising to add more personalisation features to the streaming service, as well as increase investment in new original and acquired content.