ITVX anime distribution and licensing strategy: Anime Limited partnership
ITVX entered anime through a single landmark content partnership with the UK's largest independent anime licensor, not through original production or global output deals.
Published: 2026-08-19. Updated: 2026-08-19.
Short answer: ITVX licenses anime through a partnership with Glasgow-based Anime Limited, the largest independent anime licensor in the UK. The deal, announced in July 2022, brought over 400 hours of anime to ITVX at launch, including more than 500 episodes and 200 hours of television series and films. Titles covered include Cowboy Bebop, Escaflowne, Gunbuster, Lupin III Part 6, and Megalobox. ITVX is a UK-only, free ad-supported service.
How ITVX entered anime streaming
ITVX, ITV's streaming service that launched in late 2022, announced its first anime content deal in July 2022. The agreement was with Anime Limited, a Glasgow-based distributor described as the largest independent anime licensor in the UK.
The partnership was one of ITVX's first third-party content deals and was structured as an advertising revenue-sharing arrangement, a new commercial model for the platform at launch.
What the Anime Limited deal covers
The agreement made ITVX the free-to-air home for a selection of anime television series and films. ITV's press release stated the deal extended to over 500 episodes and 200 hours, while also describing the total package as over 400 hours of content when combined with a separate CBS Reality true-crime deal.
The announced titles included Escaflowne, Lupin III Part 6, Megalobox, Cowboy Bebop, and Gunbuster, the directorial debut of Hideaki Anno. ITV said the collection would make ITVX the largest AVOD home of anime content in the UK.
ITVX-Anime Limited deal terms at announcement.| Metric | Figure |
|---|
| Anime episodes | Over 500 |
| Anime hours | Over 200 |
| Combined third-party content hours | Over 400 |
| Announced series and films | More than 20 |
| Commercial model | Advertising revenue share |
Catalog versus exclusive distinction
The ITVX-Anime Limited deal is a catalog licensing agreement, not an exclusive output partnership. The titles announced were available or became available through Anime Limited's existing UK distribution network, including home video and other platforms.
The distinctive feature of the deal is that ITVX offers these titles free with advertising, whereas most UK anime streaming is subscription-based. This makes ITVX a secondary, ad-supported window rather than the exclusive subscription home.
Territory and availability
ITVX is available only in the United Kingdom. The Anime Limited partnership is therefore UK-specific, tied to ITV's domestic broadcast and streaming business.
ITVX operates a hybrid model: viewers can watch content free with ads, or pay for an ad-free tier that also includes BritBox UK. The anime titles sit in the free ad-supported tier.
How ITVX fits in the UK anime market
ITVX competes with subscription anime services by removing the subscription barrier. By licensing through Anime Limited rather than dealing directly with Japanese rightsholders, ITV avoided the complexity of simulcast negotiations and regional rights splits.
The strategy is catalogue-led and AVOD-first: acquire proven titles with existing UK fanbases, make them free, and monetize through advertising. It is a different model from simulcast-focused services such as Crunchyroll.
Frequently asked questions
What anime is on ITVX?
ITVX's anime collection from the Anime Limited deal includes Cowboy Bebop, Escaflowne, Gunbuster, Lupin III Part 6, and Megalobox, among more than 20 series and films.
Is anime on ITVX free?
Yes, the anime titles from the Anime Limited partnership are available on ITVX's free ad-supported tier for UK viewers.
How many anime episodes does ITVX have?
The Anime Limited deal brought over 500 anime episodes and more than 200 hours of anime programming to ITVX at launch.
Is ITVX available outside the UK?
No, ITVX is a UK-only streaming service, so its anime catalog is restricted to viewers in the United Kingdom.