The updated app for Apple devices features a premium upgrade, allowing viewers to watch the last 30 days of ITV’s shows from ITV, ITV2, ITV3, ITV4 and CITV without advertising for £3.99 per month.

Viewers can still watch ITV’s catch-up content with ads on the ITV Player app for free.

James Micklethwait, Online Product Director, ITV commented: “As part of ITV’s ongoing Transformation Plan, a key priority for the online team is to drive new revenue streams by exploiting our content across multiple platforms, and the launch of the ad-free ITV Player app is a further step on that journey.”

Steven Power, Product Manager for ITV Player on Mobile, added: “As ITV Player on mobile devices continues to grow – over 7 million downloads on iOS to date – it is important we deliver innovative business models and adapt the product to the evolving market. I’m genuinely excited that we’re the first commercial broadcaster to offer viewers the choice to watch content with or without advertising.”

Would you pay to watch ITV shows without ads? Let us know below…