If you’re living abroad or travelling outside the UK but still want to stream your favourite British TV shows, sports and entertainment, ITVX is one of the most popular on-demand services you’ll want on your Amazon Firestick. However, due to regional restrictions, ITVX isn’t always visible in the Amazon Appstore for devices registered outside the UK.

This practical guide explains the steps you can take to add the official ITVX app to your Firestick — updated for the latest Amazon Appstore version from early 2024 — so you can enjoy ITV content no matter where you are.

ITVX has grown rapidly in popularity thanks to its broad selection of shows, live streaming, and catch-up options. While many people consider sideloading alternative versions of apps, recent updates to the official ITVX app in the Amazon Appstore mean it’s now easier than ever to install the legitimate version if you can make it appear in your Firestick’s store.

The main obstacle for viewers outside the UK is geographic restrictions. Amazon blocks certain apps from appearing if your account or device region isn’t set to the UK. This doesn’t mean the app won’t work on your Firestick — only that you might not see it by default.

However it is possible to install the ITVX app on your Firestick.

Two common solutions for achieving a UK IP are:

• VPN services, likeNord VPN , that route your internet traffic through a server in the UK.

• Smart DNS services like SmartDNSProxy, that selectively reroute only certain traffic needed to make services like ITVX think you’re within the UK.

Both approaches have their advantages. VPNs tend to be easier to set up on Firestick devices, while Smart DNS can offer slightly better performance since it doesn’t encrypt all traffic.