ITV4 is a British free-to-air television channel owned and operated by ITV plc. It is one of the numerous channels owned by the ITV network, which also includes flagship channel ITV, ITV2, ITV3, and ITVBe.

ITV4 primarily broadcasts a mix of entertainment, drama, and factual programming. It also shows live sports, including live coverage of the UEFA Champions League and UEFA Europa League.

The channel was launched on 1 November 2005 as a replacement for ITV2+1, a timeshift channel for ITV2. It initially focused on reruns of popular ITV programming, but has since expanded its programming to include original shows and live sports.

ITV4 is available on Freeview, Freesat, Sky, Virgin Media, and BT Vision. It is also available on the ITV Hub, the network's online streaming platform.

The channel's target audience is primarily young adults and families. It has been praised for its diverse programming and its commitment to showing live sports.