ITV is extending the reach of its streaming platform ITVX into the automotive sector through a new partnership with Xperi.
The agreement will see ITVX launch on the DTS AutoStage Video Service, powered by TiVo, making the service available in selected BMW and MINI vehicles from today, with Mercedes-Benz models to follow.
The move marks ITVX’s first distribution deal in the in-car entertainment space, as broadcasters increasingly explore new environments beyond the home to reach audiences. The service will be accessible via in-car infotainment systems when vehicles are parked, offering a familiar streaming experience adapted from ITVX’s existing platform.
The launch makes ITVX the first UK public service broadcaster streaming service to be integrated into the DTS AutoStage Video Service, reflecting a broader push into connected entertainment ecosystems.
The TiVo-powered platform aggregates live and on-demand content into a unified interface, aiming to simplify discovery and reduce friction between apps — a key challenge as content consumption becomes more fragmented across devices.
Jeff Jury, senior vice president and general manager of immersive entertainment at Xperi said: “ITVX is a hugely important streaming destination for UK audiences, and we’re excited to work with ITV to bring it into the car through DTS AutoStage Video, Powered by TiVo. As ITVX rolls out across BMW, MINI and Mercedes-Benz vehicles, this partnership will help more people enjoy ITV’s much-loved content in more moments, wherever their journey takes them.”
The expansion comes as ITVX continues to grow, having surpassed 1 billion streams for 2026 earlier this month, ahead of last year’s pace. The platform’s performance has been driven by a mix of reality formats, drama and live events, reinforcing its position as the UK’s leading commercial broadcaster video-on-demand service.
