ITVX launches in-car entertainment service with Xperi

ITV has partnered with Xperi to launch ITVX on the automotive video platform DTS AutoStage Video Service, Powered by TiVo.

The agreement will see ITVX available in a wide range of BMW and Mini vehicles from this week, with additional vehicles from Mercedes-Benz receiving the services in the near future.

It marks ITVX’s first launch in the in-car entertainment distribution sector.

ITVX is the first UK public service broadcaster streaming platform to launch on the automotive video platform.

The broadcaster surpassed 1 billion streams for 2026 in early April, bolstered by shows such as I'm A Celebrity, Britain’s Got Talent, dramas Gone, and Grace.

Akhila Khanna, Distribution Director at ITV, said: “This partnership with Xperi is a significant step for ITVX as we continue to expand our distribution reach into innovative new areas. We are excited to be one of the first major broadcasters to offer our content to owners of and passengers in BMW, Mini, and Mercedes-Benz vehicles.”

Jeff Jury, Senior Vice President and General Manager of Immersive Entertainment at Xperi, added: “ITVX is a hugely important streaming destination for UK audiences, and we’re excited to work with ITV to bring it into the car through DTS AutoStage Video, Powered by TiVo. As ITVX rolls out across BMW, Mini, and Mercedes-Benz vehicles, this partnership will help more people enjoy ITV’s much-loved content in more moments, wherever their journey takes them.”

3 Screen Solutions (3SS) recently unveiled a strategic partnership with Škoda in the field of in-car entertainment and announced the launch of Škoda Play as an in-car entertainment hub. Discover more here.