Xbox One this week is getting another big update. UK channel ITV has finally released to the Xbox One console their streaming ITV Hub app. The ITV Hub app is now available for download free on the Microsoft Xbox Store.

For a starter, the ITV Hub is the rebranded version of ITV Player and the BBC iPlayer equivalent for all the ITV channels. Users will need an ITV account to be able to watch ITV shows on demand, but registration is free.

The news of the app launch comes two years after BBC iPlayer came to the Microsoft gaming console and more than three years after Channel 4's equivalent app did the same launch.

For now, the ITV Hub app will be available only in the UK region, though the UK-based website Eurogamer reported earlier that international users can access content by simply configuring their consoles' settings.

Meanwhile, Sony PS4 still doesn't have an ITV Hub application, though the Japanese company hinted last year that one might already be in the works. In fact, Sony shared a message on Twitter in October 2016, saying that Sony is already working on it.

@Onedayin16 Hey Mark. We have passed it on to our development team as a product request. Keep your eyes peeled on all things Hub!:)

— The ITV Hub (@itvhub) October 7, 2016

In other app-related news, BBC iPlayer was recently deactivated on Nintendo Wii U gaming console after a license agreement ended, the GameSpot reported. According to the gaming website, the console's replacement, Nintendo Switch, will not go to support any video streaming services at the console's launch date.

Launched in 2013, the Xbox One is the successor to the Microsoft Xbox 360 and the third console in the Xbox family. The Xbox One currently competes with Sony's PlayStation 4 and other top gaming consoles in the gaming market.

The Xbox One placed an increased emphasis on cloud computing and the various integration of entertainment applications and services, thus offering the ability to overlay live TV programming from an existing set-top box with an enhanced features such as split-screen multitasking of applications and more.