Microsoft's flagship gaming console, the Xbox One, is finally getting the ITV Hub app. The app is now available to download on the Xbox Store and gives users access to one of UK's largest TV broadcaster.
With this latest integration, ITV will be joining the ranks of media giants like Sky, BBC, Channel 5 and Channel 4. All of these channels have tie-up to the Xbox One console which allow owners to access contents on-demand.
The ITV Hub, which was previously known as the ITV Player, has been available to Windows phones since May 2014. Something that led many Xbox One owners to ask why it took so long for the app to be available on the console. On top of that, the app is still not available on computers and tablets running on the Windows 10 platform.
In comparison, Xbox One's closest rival, the PlayStation 4, is still working on integrating the ITV Hub app into its platform. According to Gamespot, ITV have hinted in October 2016 that the network is working on the PlayStation 4 app, but did not provide a timetable as to when it plans to roll out the app.
According to Eurogamer, the ITV Hub app for the Xbox One console is only available in the United Kingdom. However, there are reports claiming that other regions can access ITV contents by simply switching the regional settings of their consoles.
Using the ITV Hub app on an Xbox One console to watch shows on demand requires an ITV account, although it is free to sign up. As of this writing, the app still does not appear on Xbox.com, although it can be searched on the Xbox One dashboard.
ITV Hub's store listing reads, "ITV Hub brings you a world of entertainment. It's your place to get exclusive video and catch up on all your favorite shows."