ITV has begun charging consumers a monthly subscription fee to stream ITV3 and ITV4 after updating its ITV Player iOS app.

The broadcaster has beefed up its iPhone and iPad app to include the £3.99 per month ITV Player Premium section, which also allows subscribers the chance to simulcast the two multi-channels, as well as watch its entire portfolio of catch-up content without advertising.

Non-subscribers will be able to continue to view live streams of ITV and ITV2, as well as view ad-supported VoD content from the previous 30 days.

The ITV Player iOS app has been downloaded over 7m times to date.

The move bolsters ITV’s digital strategy which saw it charge users to view archive content on its website and roll out a series of online premieres, including detective series Scott and Bailey.

The shift to introduce a subscription fee remains at a trial stage but could be rolled out to other platforms if it proves successful.

ITV Player streamed 458m pieces of content in 2012, with chief executive Adam Crozier naming mobile as an area of focus for the business at the broadcaster’s results in February.  

ITV Player mobile product manager Steven Power said: “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.”

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