It’s this quote. You don’t say that unless you know you’re being a bit dodge. Might be legal but is it ethical?
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Because we all know that you’re definitely a Tom. 
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“This is all legitimate, above board and consent-enabled,”
That’s not how consent works. You can’t sell it. New company, new consent required (the ICO even say consent can degrade eg. if the purpose for it has evolved beyond the initial intentions).
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Is it a new company though… it is still the same parent company right. Different branding.
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What ITVX will undoubtedly do is request consent, and users will give that consent as part of sign–up. There will be nothing underhand about it. Every company does it. Yes, OK 0.0001% of users actually read what they’re consenting to, but that’s not the company’s fault.
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What I find a little underhand is that it’s not possible to opt out of ITV (and therefore, ITVX, presumably) cookies. The button just takes you to a page on their website where they explain why they use the cookies and that they really are terribly important. And that’s it; if you want to use the app/watch the streams, you’ve no choice but to accept. So the lack of an effective opt-out is absolutely their fault, as a deliberate choice.
Legally, while @TonyHoyle is correct about how the GDPA should work in this case, I suspect ITV are replying (fairly safely, I’d hazard) on the fact that these 35 million registered users will seamlessly move over to ITVX and - by continuing to use the new system - agree and consent to the use of their data.
tl;dr, they’ve got away with it so far so they expect to continue getting away with it.
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There’s your choice: Use, or don’t.
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Didnt know where to post this as many TV companies and streaming services are a part of it, but here will do. Good to see schemes like this to help improve access to the TV industry.
Well, GDPR specifically outlaws ‘opt out’ consent, but I agree with you. Still, 52% of Brits thought we’d make a better job of things not being in the EU, so… 
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What a time to launch, when everyone is cutting unnecessary costs.
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But they’re making money from harvesting our data. They’ll be happy to shove us targeted ads for “free”… as long as there’s power for internet connected devices, of course.
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They are also launching it just in time for the World Cup. It is probably the best time for them to launch it, as long as it can cope with the high number of people wanting to watch.
You also have the fact that people cutting costs will likely mean that they will use free services like ITVX more than they would otherwise. I can’t see the paid tier doing that well, but the free advert tier will probably do very well due to the cost of living.
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Ah. Thought it was all subs.
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What I understand so far is that they are essentially rebranding ITV Hub as ITVX. There will be a paid tier which will be ad-free, like ITV Hub+ at the moment, however, this paid tier will also include access to Britbox (which ITV now fully owns in the UK) as well as a few other shows from other providers. The free tier will have adverts and will get access to essentially everything, just not Britbox and a few of the other shows from other providers.
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