Some of you are probably already aware of this. It popped up on my web browser instead of ITV hub and totally confused me.
So have googled and it seems it is ITV's answer to BBC's iPlayer and will in the future have download only series.
So for those who haven't seen or heard:
" ... The service will replace ITV Hub and will stream exclusive shows, including David Tennant's brand-new series Litvinenko and Nolly, a new drama from Russell T Davies starring Helena Bonham Carter, six months before they air on ITV channels. ... "
www.radiotimes.com/tv/itvx-start-date-prices-shows/