ITVX is the UK’s giant digital toy box, but it’s one that occasionally tries to sell your kid a car or show them a trailer for a gritty crime drama. Since the linear CITV channel went dark back in 2023, this app has become the exclusive home for the heavy hitters of British kids' TV and a massive library of imports. It’s a great resource for high-quality animation, but the interface is built for "engagement"—which, in parent-speak, means aggressive autoplay and a "Kids" filter that is sometimes a bit too generous with what it considers appropriate.
TL;DR: ITVX is the essential successor to CITV, housing everything from Pokémon to Ninjago. It’s a top-tier choice for the best shows for kids, but the free tier is heavy on ads and the autoplay loop is relentless. To keep it intentional, you’ll want to set up a PIN-protected Kids profile immediately to avoid your seven-year-old accidentally wandering into the "World Cup Highlights" or a "Love Island" replay.
When ITV shut down the dedicated CITV channel, they didn't kill the content; they just moved it into a specific "Kids" tab within the ITVX app. If your kid grew up on the linear channel, the transition is mostly an upgrade in terms of volume. The library is massive. You’ve got the perennial favorites like Scooby-Doo, but the real strength is in the modern British commissions that have more personality than the standard "educational" fare found elsewhere.
Specifically, look for The Rubbish World of Dave Spud. It’s surreal, chaotic, and quintessentially British in a way that lands perfectly with the elementary school crowd. There’s also Lloyd of the Flies, which uses a housefly’s perspective to handle social dynamics with a lot more wit than your average bug-themed cartoon.
The app uses a "Kids" profile setting, but you need to understand that their internal filtering isn't a substitute for your judgment. In the UK, the "U" (Universal) and "PG" (Parental Guidance) ratings cover a vast spectrum of intensity.
The "G" rating trap—or the "General" bucket—means that if you just hand over the remote with the Kids filter on, your child might run into older-skewing "PG" content that features slapstick violence or "toilet humor" that might be a bit much for a preschooler. It’s not "dangerous," but it’s a wide net. If you have a sensitive kid, don’t assume the "Kids" tab is a monolith of preschool safety. It’s a mix of everything from Sesame Street vibes to high-octane action.
This is the biggest friction point for intentional parents. Unless you’re paying for the Premium subscription, ITVX is ad-supported. These aren't just ads for toys; they are often trailers for other ITV shows. While the app tries to serve kid-appropriate ads in the Kids section, glitches happen, and the sheer volume of "commercial breaks" can turn a 20-minute show into a 30-minute ordeal.
Then there’s the autoplay. ITVX is designed to keep the "watch time" metric high. As soon as an episode of Ninjago ends, the next one starts in five seconds. It turns a deliberate choice to watch one show into a passive drift into a three-hour marathon.
One reason you likely have ITVX on your TV right now is live events. Today is July 12, 2026, and we are right in the thick of the FIFA World Cup. ITVX is the home for half the matches, and that "Live" tab is a siren song for kids who want to see the action.
The "Live" section of the app doesn't respect your "Kids" profile settings the same way the on-demand library does. If your kid clicks the "Live" tab to find the England vs. Norway match, they are one click away from whatever news or daytime drama is airing on the other ITV channels. If you’re using the app for the World Cup, do it as a shared family activity rather than letting them navigate the "Live" section solo.
If you want to use ITVX without the "checking out" default, here is the move:
- PIN-Protect the Adult Profiles: This is the only way to ensure your kid doesn't "accidentally" click over to the latest crime thriller.
- Use the "My List" Feature Together: Instead of letting them browse the infinite scroll (which is designed to overwhelm them into just picking anything), sit down and add 5-10 shows to "My List." Tell them, "We pick from the list, we don't just scroll the home page."
- The "Last Episode" Rule: Because the autoplay is so aggressive, you have to be the one to break the loop. Make it a rule that when the credits roll, the TV goes off—don't wait for the five-second countdown to start the next one.
- For the action fans: If they’ve exhausted Ninjago, point them toward Zelda: Breath of the Wild on the Switch. It hits that same "hero's journey" itch but with much more agency.
- For the "Dave Spud" weirdness: If they like that offbeat British humor, they’ll probably love the Hilda series on Netflix or the Hilda books.
- For the reluctant readers: Many of the shows on ITVX are based on book series. If they’re obsessed with a particular show, see if there’s a graphic novel tie-in. It’s the easiest way to bridge the gap from screen to page. For more ideas, check out our best books for kids list.
Q: Is ITVX safe for a 5-year-old?
Yes, provided you use the "Kids" profile and stay within the "U" rated content. The main "danger" isn't the content itself, but the ads on the free tier and the ease of navigating out of the kids' section if you haven't set up a PIN.
Q: How do I turn off ads on ITVX?
The only way to remove ads is to pay for an ITVX Premium subscription. This also gives you access to a larger library (including BritBox content) and allows for offline downloads on mobile devices, which is a lifesaver for long car rides.
Q: Can I set a time limit within the ITVX app?
No, ITVX does not have built-in sleep timers or usage limits. You’ll need to rely on your TV’s native parental controls or a third-party solution like Apple Screen Time or Google Family Link if you're watching on a tablet.
Q: Is the CITV channel still on TV?
No, the linear CITV channel closed in September 2023. All that content is now housed under the "Kids" brand within ITVX. There is still a small block of kids' programming on the main ITV1 channel on weekend mornings, but the app is the primary home.
ITVX is a powerhouse for quality British kids' programming, but it’s an app built for commercial broadcasting first and "child development" second. It’s not a "set it and forget it" platform. Use the PIN controls, keep an eye on the ads, and treat it as a library you browse with them rather than a digital babysitter. When used intentionally, it’s one of the best free resources for family movies and clever animation available in 2026.
- Check out our digital guide for middle school if your kid is starting to outgrow the standard "Kids" tab.
- Ask our chatbot
for a step-by-step on locking down your specific smart TV model. - Explore our best apps for kids list for more intentional alternatives to the endless scroll.