ITVX to launch in BMW, MINI and Mercedes-Benz via Xperi’s DTS AutoStage Video Service
ITV today announces a landmark partnership with Xperi to launch ITVX, the UK’s leading commercial BVOD service, on the automotive video platform DTS AutoStage Video Service, Powered by TiVo. The agreement will see ITVX available in a wide range of BMW and MINI vehicles from today, with additional vehicles from Mercedes-Benz receiving the services in the near future.
This marks ITVX’s first launch in the in-car entertainment distribution sector, building on the numerous different platforms where the service is currently available, including connected TVs, streaming platforms, mobile devices and gaming consoles. ITVX is technically enabled by utilising the existing ITVX platform for the in-car environment, delivering viewers a seamless experience.
ITVX is the first UK Public Service Broadcaster streaming platform to launch on DTS AutoStage Video Service, Powered by TiVo as ITV makes a debut in the growing in-car entertainment market.
DTS AutoStage Video Service, Powered by TiVo is designed to help automotive brands deliver a high-quality, content-first entertainment solution while retaining control of the user experience. By bringing live and streaming content together through simple, universal discovery, the service makes it easier for viewers to find, watch and enjoy their favourite programming without jumping between apps. Built on TiVo’s longstanding expertise in content discovery, global content partnerships and a proven commercial model, the service brings independent scale for partners across connected entertainment.
ITVX surpassed 1 billion streams for 2026 in early April, the landmark figure reached eight days earlier than in 2025. It’s continuing to grow fuelled by a strong performance in the reality genre, a gripping new drama slate, and iconic live sport and entertainment. TiVo viewers will be able to enjoy shows including I’m A Celebrity, Britain’s Got Talent, dramas Gone, Grace, and the upcoming Secret Service plus new entertainment series The Neighbourhood and this summer’s FIFA World Cup.
Akhila Khanna, ITV Distribution Director said: “This partnership with Xperi is a significant step for ITVX as we continue to expand our distribution reach into innovative new areas. We are excited to be one of the first major broadcasters to offer our content to owners of and passengers in BMW, MINI and Mercedes-Benz vehicles.”
Jeff Jury, senior vice president and general manager of immersive entertainment at Xperi said: “ITVX is a hugely important streaming destination for UK audiences, and we’re excited to work with ITV to bring it into the car through DTS AutoStage Video, Powered by TiVo. As ITVX rolls out across BMW, MINI and Mercedes-Benz vehicles, this partnership will help more people enjoy ITV’s much-loved content in more moments, wherever their journey takes them.”
Drivers can enjoy ITVX content via the central infotainment display when the vehicle is safely parked.
About ITV
ITV is an integrated producer broadcaster consisting of ITV Studios and Media & Entertainment. In Media & Entertainment, ITV commissions brilliant programmes. ITV makes them available to audiences through its family of channels, the biggest commercial network in the UK, and through ITVX, the ad-funded, free streaming home for ITV and new programme premieres.
ITVX recorded 383 million streams in January 2026, the highest monthly total since the platform’s launch and surpassed the 1 billion stream milestone in early 2026. ITVX continues as the leading commercial BVOD service in the UK market, outperforming the ad-tiers of every other broadcaster and global streamer (data correct as of February 2026).
About Xperi Inc.
Xperi invents, develops, and delivers technologies that enable extraordinary experiences. Xperi technologies, delivered via its brands (DTS®, HD Radio™, TiVo®), are integrated into consumer devices and media platforms worldwide, powering smart devices, connected cars and entertainment experiences, including IMAX® Enhanced, a certification and licensing program operated by IMAX Corporation and DTS, Inc. Xperi has created a unified ecosystem that reaches highly engaged consumers, driving increased value for partners, customers and consumers. Find out more at www.xperi.com
About the BMW Group
With its four brands, BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial services. The BMW Group production network comprises over 30 production sites worldwide; the company has a global sales network in more than 140 countries.
In 2025, the BMW Group sold 2.46 million passenger vehicles and more than 202,500 motorcycles worldwide. The profit before tax in the financial year 2025 was € 10.2 billion on revenues amounting to € 133,5 billion. As of 31 December 2025, the BMW Group had a workforce of 154,540 employees.
The economic success of the BMW Group has always been based on long-term thinking and responsible action. Sustainability is a key element of the BMW Group’s corporate strategy and covers all products – from the supply chain through production to the end of their useful life.
www.bmwgroup.com
LinkedIn: http://www.linkedin.com/company/bmw-group/
YouTube: https://www.youtube.com/bmwgroup
Instagram: https://www.instagram.com/bmwgroup
Facebook: https://www.facebook.com/bmwgroup
About Mercedes-Benz AG:
Mercedes‑Benz AG is part of the Mercedes‑Benz Group AG with a total of around 164,000 employees worldwide and is responsible for the global business of Mercedes‑Benz Cars and Mercedes‑Benz Vans. Ola Källenius is Chairman of the Board of Management of Mercedes‑Benz AG. The company focuses on the development, production and sales of passenger cars, vans and vehicle-related services. Furthermore, the company aspires to be the leader in the fields of electric mobility and vehicle software. The brand portfolio of Mercedes-Benz Cars includes the Mercedes-Benz brand, as well as Mercedes-AMG, Mercedes-Maybach, and the G-Class product brand. Mercedes‑Benz AG is one of the world’s largest manufacturers of high-end passenger cars. In 2025 it sold more than 2.1 million passenger cars and vans. In its two business segments, Mercedes‑Benz AG is continually expanding its worldwide production network with around 30 production sites on four continents. As sustainability is the guiding principle of the Mercedes‑Benz strategy and for the company itself, this means creating lasting value for all stakeholders: for customers, employees, investors, business partners and society as a whole. The basis for this is the sustainable business strategy of the Mercedes‑Benz Group. The company thus takes responsibility for the economic, ecological and social effects of its business activities and looks at the entire value chain.
Further information about Mercedes-Benz is available at www.mercedes-benz.com and on our LinkedIn channel under Mercedes-Benz AG | LinkedIn.
Press information and digital services for journalists can be found on our
Mercedes-Benz Media online platform at media.mercedes-benz.com.
Notes to Editors:
Confirmed models at launch are as follows (built on or after the respective date listed).
BMW:
1 Series – 01.07.2024
2 Series Gran Coupe – 01.11.2024
2 Series Active Tourer – 01.11.2023
X5 M – 01.12.2023
X6 M – 01.12.2023
X1 – 01.11.2023
X2 – 01.11.2023
X3 – 01.08.2024
X5 – 01.12.2023
X6 – 01.12.2023
X7 – 01.12.2023
XM – 01.12.2023
i5 Saloon – 01.07.2023
5 Series Saloon – 01.07.2023
i5 Touring – 01.03.2024
5 Series Touring – 01.03.2024
i7 – 01.11.2023
7 Series – 01.11.2023
M5 Saloon – 01.07.2024
M5 Touring – 01.11.2024
iX – 01.11.2023
iX1 – 01.11.2023
iX2 – 01.11.2023
MINI:
Countryman – 01.11.2023
Countryman Electric – 01.03.2024
Cooper – 01.03.2024
Cooper 5-Door – 01.07.2024
Cooper Convertible – 01.11.2024
Cooper Electric – 01.11.2023
Aceman – 01.05.2024
1. Drivers can enjoy ITVX content via the central infotainment display when the vehicle is safely parked. Passengers can tune in on the move when the vehicle is specified with either the BMW Passenger Display or the rear BMW Theatre Screen.
2. Data required for streaming ITVX content is included as part of the connectivity provided by a BMW Digital Premium or MINI Connected Package subscription.
Mercedes-Benz (to be launched in near future):
All vehicles equipped with the Mercedes-Benz Operating System (MB.OS), including the new CLA, GLB, S-Class and electric GLC. Plus:
C-Class Saloon (W206) and Estate (S206) – From CY2024/1
GLC SUV (X254) and Coupe (C254) – From CY2024/1
CLE Coupe (C236) and Cabriolet (A236) – All models
E-Class Saloon (W214) and Estate (S214) – All models
Mercedes-Maybach SL (Z232) – All models
Mercedes-AMG SL (R232) – From CY2025/1
Mercedes-AMG GT (C192) – From CY2025/1
The use of certain Digital Extras requires the continuous acceptance of the Terms of Use for Digital Extras and the Mercedes me ID Terms of Use in their respective current versions, the permanent pairing of the vehicle with the Mercedes-Benz user account, the consent to the storage and retrieval of necessary information to activate some Digital Extras within the paired vehicle and – where applicable – the activation of the Digital Extras. After the expiration of limited runtimes, Digital Extras can be extended for a fee in the Mercedes-Benz Store, provided that they are still offered for the respective vehicle at that time.
Furthermore, there may be additional prerequisites or restrictions for the usage of some Digital Extras, such as a separate customer-owned contract with a third-party provider (e.g., streaming, conclusion of a data contract for “Comfort Data Volume“, navigation functions), the activation of additional Digital Extras to secure full functionality or selected third-party products (e.g., smartphone, smartwatch). As an alternative to the “Comfort Data Volume” a customer-owned data volume (e.g., mobile hotspot) must be used depending on the generation of your multimedia system. Information on the personal data processed for the usage of Digital Extras can be found in the Privacy Notices for the Digital Extras.