ITV's Player service has been limited to just a few platforms such as YouView but is finally broadening its reach. Owners of a Roku box or Now TV Box (a rebranded Roku LT) can now access ITV shows from the last 30 days with the new app. Support for the Google Chromecast is still yet to be confirmed.
See also: Roku Streaming Stick review.
Ed Lee, vice president of content acquisition at Roku said: "ITV Player is one of the most recognized sources of programming in the UK and we’re delighted to bring its premier library of popular shows to Roku customers in the UK. Our focus is always on offering the best streaming entertainment and ITV is a great addition for TV lovers."
ITV Player includes programs from the broadcaster's main channels as well as CITV. The online service will be providing coverage of the Rio 2014 World Cup with 34 matches and other sporting events such as the Tour de France. Read: Best World Cup 2014 TV deals.
Now TV said: " from today, all of you with a NOW TV Box will start to see the ITV Player App magically appear on your Boxes as part of a phased rolled out over the next few weeks and you’ll be able to catch up on content from ITV, ITV2, ITV3, ITV4 and CITV from the last 30 days."
As well as ITV Player, Sky said that more new things are heading to the £10 Now TV Box. It hasn't given any timings, but said that a new look interface will make navigation easier and the BBC Sport app will also be added.