If you thought your car couldn’t get any more like your living room, think again. BMW has added ITVX to its in-car app line-up, meaning you can now catch up on your favourite shows from the driver’s seat, from Love Island to Broadchurch – just don’t try it while actually driving.
The new app is rolling out across more than 250,000 BMW and MINI models in the UK, giving drivers and passengers access to everything from big ITV dramas to reality TV and films. As you’d expect, the main screen only works when parked, but passengers can keep watching on the move if the car’s fitted with the right kit.
And that’s where things get properly interesting. Cars like the new BMW 7 Series take things up a notch with features like the BMW Passenger Display and that massive rear Theatre Screen – now running in 8K with Dolby Atmos. Yes, really. It’s less “back seat” and more “boutique cinema on wheels”.
It’s all part of BMW’s wider push to turn the car into a full-on digital hub. With its app store already packed with music, games and video platforms, adding ITVX just fills another obvious gap – especially for UK drivers.
You will need a BMW Digital Premium or MINI Connected subscription for the data, and your own ITVX log-in, but once you’re in, it’s pretty much the same experience you’d get at home. Minus the sofa, plus a steering wheel.
Between this and the ever-growing list of streaming options across the industry, it’s clear the battle for in-car screen time is well underway. Whether it’s a quick episode while charging or keeping passengers entertained on a long trip, your car’s quickly becoming the best seat in the house.
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