Head-to-head · Video Streaming Services
Prime Video vs ITVX
Prime Video leads on 2 checks, ITVX on 1, and 0 are even. Who comes out ahead on the 3 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.
Our verdict
- Highest scorePrime Video · 9.4/10
- Free planonly ITVX
- Most featuresPrime Video · 2 of 2
Prime Video scores higher on our rubric for video streaming services: 9.4 against 8.6 out of 10; our editors rank them #1 and #8.
ITVX offers free plan; Prime Video doesn't. Prime Video offers ad-supported tier; ITVX doesn't publish it. Prime Video offers offline downloads; ITVX doesn't publish it.
Prime Video is the better fit for broad films, series, sports, and channel add-ons. ITVX is the better fit for UK viewers wanting free ITV live and on-demand shows.
- Prime Video fits best
Broad films, series, sports, and channel add-ons
- ITVX fits best
UK viewers wanting free ITV live and on-demand shows
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Side by side
| Feature | Prime Video 9.4/10 Visit ↗ | ITVX 8.6/10 Visit ↗ |
|---|---|---|
| At a glance | ||
| Editor score | 9.4 | 8.6 |
| Ranking | #1 in Video Streaming Services | #8 in Video Streaming Services |
| Best for | Broad films, series, sports, and channel add-ons | UK viewers wanting free ITV live and on-demand shows |
| Pricing model | Paid | Free plan + paid |
| Starting price | Not published | Not published |
| Free plan | — | ✓ (best) |
| Free trial | — | — |
| Deployment | Cloud, Mobile | Cloud, Mobile |
| Platforms | Web, Windows, macOS, iOS, Android | Web, iOS, Android |
| Support | Docs, Community | Live chat, Phone |
| Built for | Solo, Small business | Solo |
| Features Prime Video 2/2 · ITVX 0/2 | ||
| Ad-supported tier | ✓ (best) | Not published |
| Offline downloads | ✓ (best) | Not published |
| Specs | ||
| Simultaneous streams | 3 | Not published |
| Max video quality | Not published | Not published |
| Supported devices | web, smartphones, tablets, set-top boxes, game consoles, select smart TVs | Not published |
| Included bundles | Amazon Prime membership; third-party channel subscriptions can be added separately | Not published |
| Our review | ||
| Pros |
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| Cons |
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| Our verdict | Prime Video brings movies, series, live sports, and events together with rentals, purchases, free ad-supported channels and titles, and add-on subscriptions from other streaming services. In the U.S., it is included with Amazon Prime;… Read the review → |
ITVX is ITV’s UK streaming service for live television, on-demand programmes, films and box sets. It suits viewers who want access to ITV channels and programmes without a subscription, as well as those interested in adding a broader… Read the review → |
Strengths and trade-offs
Prime Video — where it wins
- Combines on-demand titles, live sports, rentals, and free ad-supported viewing
- Supports third-party subscriptions including HBO Max, Apple TV, and MGM+
- Allows up to three concurrent streams and temporary offline downloads
Where it doesn't
- Prime Video is paid through Amazon Prime or a U.S. Ultra add-on
- Third-party streaming subscriptions can add separate costs
- Offline downloads are limited to eligible subscription titles and are temporary
ITVX — where it wins
- Free, ad-supported access to ITV live channels and on-demand viewing
- Premium includes BritBox and additional films and shows
- Premium supports mobile downloads and ad-free viewing of most on-demand titles
Where it doesn't
- Free viewing is ad-supported
- Ad-free access applies to most, not all, on-demand titles
- Downloads are limited to mobile apps and subject to licensing restrictions
- Prime Video9.4/10 · Paid
A broad mix of streaming, rentals, live sports, and optional channel subscriptions.
Visit Prime VideoFull verdict → - ITVX8.6/10 · Free plan · paid from £5.99/mo
Free ITV viewing with live channels; Premium adds BritBox and ad-free on-demand access.
Visit ITVXFull verdict →
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Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Last updated · How we research and update