Great news for TV fans, as an upcoming update to Sky Q will add an ITV Hub app to its long list of channels. Sky Q subscribers will be able to browse ITV content in its entirety, including popular shows like The Pembrokeshire Murders, Coronation Street and Love Island. As reported by Pocket Lint, the ITV Hub app is coming to Sky Q as part of a deal between Sky and ITV. This gives Sky Q owners access to the app, as well as more targeted advertising based on user preferences. Sky has already signed similar deals with Channel 4 and the BBC, with the addition of ITV Hub completing the UK terrestrial TV presence on Sky Q. ITV director Carolyn McCall said of the deal: "For viewers For ITV, the association ensures them easy and widespread access to our range of programming, ensuring they can watch ITV content in the way that is most convenient and appropriate for them." Sky was also excited about the deal with ITV Hub, with CEO Stephen van Rooyen saying: “ITV has been a long-standing partner of Sky and we are delighted to deepen and expand our relationship. The great content provided by ITV will be partnered with all the apps and content our customers love, along with the ever-growing list of award-winning Sky Originals, all in one place on Sky Q."
A match made in heaven?
Sky Q's addition of ITV Hub makes a lot of sense when you look at the numbers the streaming app pulled up. ITV Hub has over 34 million registered users, of whom approximately 452,000 subscribe to the Hub+ service which removes these annoying ads. . Additionally, with a renewed partnership with Channel 4 under its belt, as well as recently confirmed deals with the BBC and Disney Plus, Sky is showing its determination to make Sky Q a one-stop-shop for some of the most popular streaming apps. . The service also offers more hot apps like Fiit, Discovery+ and Peloton, giving Sky Q users something more proactive than your average streaming platform. So Sky Q has the upper hand here, as it can be difficult to bring all these apps under one convenient roof, unless they're already part of your smart TV's operating system. Sky is also catching up when it comes to picture quality, with HDR recently being supported for a range of content hosted by Sky Q. It remains to be seen if ITV Hub will use HDR, but who doesn't want to see the hills? rolling hills of the Emmerdale countryside in incredibly lush green?