Identify the actual viewing route
Begin with the platform playing the video, rather than the brand printed on the television. A Roku stick connected to a Samsung screen is using the Roku route; the television’s own ITVX app is a different route. ITV’s accessibility help specifically puts subtitle control for Roku sticks and NOW boxes in device settings. Looking repeatedly for the usual ITVX player button can therefore miss the control that applies to that setup.
Use the publisher’s platform distinction
For many ITVX routes, subtitles are controlled through the S or speech-bubble button in the video player after advertisements have finished. Roku and NOW are the stated exceptions. Open the appropriate device settings and review its caption option, then return to the same programme. Keep the title and episode constant during the test so a different programme’s accessibility provision does not confuse the result.
Distinguish programme support from a control location
ITV’s guidance says subtitles cover well over ninety per cent of on-demand programmes; that is broad coverage rather than a guarantee for every title. Live and FAST viewing also has separate device exceptions. Record whether the problem concerns a catch-up episode or a live channel before asking for help. A successful on-demand test cannot establish identical behaviour for every live route, and the absence of one control cannot establish that captions never exist.
Check support status if the application itself fails
If ITVX will not open or update, subtitle settings are not yet the main issue. The current device page includes a later firmware requirement for Roku and NOW than an earlier bullet on the same page, so read its update note as well as the headline list. Supply the actual model, firmware, programme and symptom to support. This article explains where ITV places the control; it does not claim to have tested a specific household device.
Questions, answered
Should I always find an S button inside ITVX?
No. ITV’s accessibility guidance directs Roku sticks and NOW boxes to the device’s own subtitle settings.
Does one missing subtitle track mean the whole device is unsupported?
No. First separate the specific programme and viewing mode from the device’s control location and the application’s support status.