ITV announced yesterday that it plans to launch a subscription tier to its catch-up and on-demand service, the ITV Hub. The premium service is set to give telly fans some extra features - including zero adverts.
By Christmas, ITV says users will also be able to download episodes of shows to their gadgets to watch later - a feature that has already existed on apps like Amazon Prime Video for months, and that Netflix introduced this week.
The service, named ITV Hub+, will exist within the normal ITV Hub app, and cost £3.99 per month. It comes as part of ITV's bid to make its on-demand service better, including improved personalisation and investments in more content.
Paul Kanareck, group director of online for ITV, 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."
So far, Hub+ has only been trialled on iOS devices - we assume via the iPhone and iPad app - but you'll be able to access its features on browsers and smart TVs over the coming months.
There's no word as to when it'll arrive on the Android app or streaming sticks, however.
If you currently use ITV Hub on an iOS device, you may be able to subscribe to the ad-free service right now. If not, look out for it in the next few months.