October 26, 2023 Subject: Technical Analysis, Efficacy, and Implications of Ad-Blocking on the ITVX Streaming Platform 1. Executive Summary This report provides a detailed analysis of the current landscape regarding advertisement blocking on ITVX (formerly ITV Hub), the United Kingdom’s leading free-to-air streaming service. As an ad-supported video on demand (AVOD) platform, ITVX relies heavily on commercial breaks. Consequently, the platform employs aggressive technology to prevent ad-skipping and ad-blocking. This report examines the technical conflict between ITVX’s server-side ad insertion (SSAI) technology and third-party ad-blocking solutions, evaluates the efficacy of current workarounds, and discusses the legal and ethical considerations for end-users. 2. Background: The ITVX Model ITVX launched in late 2022, replacing the legacy ITV Hub. Unlike subscription services (SVOD) like Netflix or Disney+, ITVX operates primarily on an advertising-funded model. While a "Premium" subscription tier exists to remove ads, the vast majority of users access the platform for free. Tracklist — Bodypump 47