[London Lite]

The standalone version seems to exist only to fulfil contractual agreements with existing plans & Amazon Channels.

Give it twelve month and the name will be history (over here anyway).

I’m not so sure, even if the standalone app goes. Keeping BritBox content under that banner seems to make sense and is a good way to reflect the fact it’s more than just classic content from ITV. To be able to say ITV X includes BritBox just adds value to the offering, in similar way Disney+ has its sub brands. That said doesn’t the BBC agreement run out at some point in the future?

BBC Studios renewed their contract with ITVX/Britbox to continue providing programming when ITVX was announced.