ITV has completed the revamp of its ITV Player with the launch of a new app across iOS, Android and Windows Phone 8 devices.

The app showcases a new user interface, increasing the prominence of ITV’s ‘watch live’ service at the top of each channel page, with easy access to the most recent On Demand content directly beneath this.

The channels will include ITV be, the new reality channel, which went live Wednesday.

In addition to live TV the ITV Player app also provides access to the last 30 days of on demand content from the commercial broadcaster – earlier this week the BBC announced it would also introduce 30 days worth of catch up to its iPlayer.

Paul Kanareck, Director of Online and Brands at ITV, said: “TV is instant, immediate and alive and this should be reflected across all our platforms. As second screens are increasingly becoming second TVs, we have found watching live TV accounts for 26% of ITV Player usage on tablets, phones, PCs and Macs. The new improved streaming quality and app design makes it easier for viewers to find the shows they love and ultimately spend more time with ITV’s fantastic content. We will continue to work on bringing this new and improved user experience to further platforms going forward.”

The new version of the app also dynamically scales to a range of screen sizes and has an improved playback experience across mobile devices.