Programmes are available for 30 days on the site after being first shown on ITV.
ITV adopted Flash for its player on 15 September 2009.
In November 2009 the website was revamped again improving navigation as well as making the site more visually appealing.
ITV Player was also branded as ITV Net Player and referred to as the ITV Network Player in branding and communication around programming intended for consumption across the UK, such as on Virgin Media, ITV Hub requires its users to watch advertisements both before and during the programme (the program itself can be fast forwarded but the advertisements cannot).
On 23 November 2015, ITV gave the app and website a revamp, it was renamed 'ITV Hub' and was given a new look and logo.
The service started out as a website before being extended to television and other platforms.
Initially the website version used Microsoft Silverlight as opposed to Adobe Flash (used by BBC i Player and Channel 4's 4o D) and Windows Media Video.The new look seamlessly fits in with the redesigned and has upgraded search features, images and a new Flash video player designed to make playback more reliable.In January 2012, the site was due to be overhauled to offer paid-for content in addition to the existing free 30-day catch up, Content that has only aired on ITV (rather than also on ITV2, 3, 4, or CITV) is only available to viewers located in ITV plc regions (in England, Wales, the Channel Islands, southern Scotland, and on UTV in Northern Ireland).If the same programme was also broadcast in central and northern Scotland, then users located in those areas may be able to view it on the catch up service of STV.The ITV Hub website will attempt to detect your location automatically, using that provided by your ISP.Breaker's advertising revenue will come from businesses paying to have their product smashed on the show.