NOW TV viewers will be able to access on-demand ITV content for the first time, with the arrival of the ITV Player App.
Consumers using a NOW TV Box will see the application download onto their device as part of a phased rolled out over the next few weeks.
This means viewers will be able to catch-up on the latest programming from ITV, ITV2, ITV3, ITV4 and CITV.
With the use of a NOW TV box - which turns television sets into smart TVs - they will be able to access ITV shows from the previous 30 days.
ITV Player is the latest terrestrial catch-up TV service to launch on the NOW TV Box, with BBC iPlayer, 4oD and Demand 5 already available.
The launch means viewers with a NOW TV Box will be able to watch all 34 FIFA World Cup matches broadcast on ITV this summer on-demand.
They will also be able to catch up on episodes of popular shows such as 'Coronation Street', 'Midsomer Murders' and 'Emmerdale'.
Gidon Katz, Director of NOW TV, claimed the NOW TV Box is "already great value for money" for UK viewers.
"Now, with the addition of ITV Player, there is even more great content to enjoy on your main TV," he stated.
"Combining World Cup action and award winning soaps with the flexibility to dip in and out of great movies, entertainment or sport from NOW TV, our little box has all bases covered."
Martin Goswami, Director of Pay & Distribution at ITV, said a key part of the broadcaster's strategy is to make content available to viewers on multiple devices.
"We are delighted to offer NOW TV customers the chance to catch up on their favourite ITV programmes with the NOW TV box," he stated.
Further upgrades are planned for the NOW TV box, with a new software update set to roll out to all devices over the next month.
This will deliver a refreshed homepage screen which is easier to navigate the available apps.