{"id":13716,"date":"2026-07-22T16:35:46","date_gmt":"2026-07-22T11:35:46","guid":{"rendered":"https:\/\/usnews-14267fa.ingress-comporellon.ewp.live\/?p=13716"},"modified":"2026-07-22T16:35:46","modified_gmt":"2026-07-22T11:35:46","slug":"billionaire-lord-alan-sugar-has-beef-with-itvx-after-paying-5-a-month","status":"publish","type":"post","link":"https:\/\/usnews-14267fa.ingress-comporellon.ewp.live\/?p=13716","title":{"rendered":"Billionaire Lord Alan Sugar has beef with ITVX &#8216;after paying \u00a35 a month&#8217;"},"content":{"rendered":"<p><script>\r\n  atOptions = {\r\n    'key' : '644b717812d811d6a1c1fc5b6ccd6fa6',\r\n    'format' : 'iframe',\r\n    'height' : 90,\r\n    'width' : 728,\r\n    'params' : {}\r\n  };\r\n<\/script>\r\n<script src=\"https:\/\/www.highperformanceformat.com\/644b717812d811d6a1c1fc5b6ccd6fa6\/invoke.js\"><\/script>\r\n<br \/>\n<\/p>\n<div>\n<figure class=\"img-container shareable-item wp-caption\">\n<div class=\"img-wrap\">\n\t\t<img fetchpriority=\"high\" width=\"646\" height=\"431\" src=\"https:\/\/metro.co.uk\/wp-content\/uploads\/2026\/07\/SEI_114307589-9b7a.jpg?quality=90&amp;strip=all&amp;w=646\" class=\"article-image wp-image-29198425\" alt=\"Lord Alan Sugar\" decoding=\"sync\"\/>\t<\/div><figcaption>Some ITVX users have jumped to Lord Sugar\u2019s defence (Picture: Artur Widak\/NurPhoto via Getty Images)<\/figcaption><\/figure>\n<p>Lord <a data-ico=\"hyperlink-article\" data-track=\"inline-tag-auto-link_article\" href=\"https:\/\/metro.co.uk\/tag\/alan-sugar\/\">Alan Sugar<\/a> has split his followers down the middle after complaining about his \u00a35-a-month ITVX subscription, despite being worth an estimated \u00a31 billion.<\/p>\n<p>Some have pointed out the irony of him expressing his annoyance about paying such a small amount each month considering how much money he has in the bank.<\/p>\n<p>However, others have jumped to his defence, pointing out that no matter how wealthy he is, he has a right to complain about the ads that pop up on a paid subscription. Let\u2019s see what you think.<\/p>\n<p>In a tweet shared on Tuesday night, <a data-ico=\"hyperlink-article\" data-track=\"inline-tag-auto-link_article\" href=\"https:\/\/metro.co.uk\/tag\/the-apprentice\/\">The Apprentice<\/a> star wrote: \u2018Watch out. I subscribed to ITVX agreed to pay \u00a35 a month [to] not see adverts [sic].\u00a0<\/p>\n<p>\u2018However their claim is very sneaky, instead of interrupting programmes with 3rd party commercial adverts. They interrupt with promos of their own programmes. I think <a data-ico=\"hyperlink-article\" href=\"https:\/\/metro.co.uk\/tag\/ofcom\/\" data-track=\"inline-tag-auto-link_article\">Ofcom<\/a> should investigate [sic].\u2019\u00a0<\/p>\n<div class=\"factbox\" data-ico=\"factbox_article\" data-track-module=\"factbox_article\">\n<h2 class=\"factbox-title\">\n\t\t\t\tGet personalised updates on The Apprentice\t\t\t<\/h2>\n<div class=\"factbox-content\">\n<p> Wake up to find news on your TV shows in your inbox every morning with Metro\u2019s TV Newsletter.<\/p>\n<p><a data-ico=\"hyperlink-article\" href=\"https:\/\/metro.co.uk\/newsletters\/tv-newsletter\/?ito=tv-article&amp;signup-source=tv-article-link\">Sign up to our newsletter<\/a> and then select your show in the link we\u2019ll send you so we can get TV news tailored to you.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<p>The tweet has since been liked 20,000 times and viewed 1.6 million times, sparking a plethora of reactions ranging from flummoxed to empathetic.<\/p>\n<figure class=\"img-container shareable-item wp-caption\">\n<div class=\"img-wrap\">\n\t\t<img width=\"646\" height=\"431\" src=\"https:\/\/metro.co.uk\/wp-content\/uploads\/2026\/07\/SEI_236287605-60c7.jpg?quality=90&amp;strip=all&amp;w=646\" class=\"article-image wp-image-29198429\" alt=\"ITVX logo\" decoding=\"async\" loading=\"lazy\"\/>\t<\/div><figcaption>TV fans can pay \u00a35.99 a month for an \u2018ad-free\u2019 ITVX \u2013 but they might still get ads (Picture: ITVX)<\/figcaption><\/figure>\n<p>\u2018Amazing this isn\u2019t a parody account,\u2019 an X account called Ticketmancity commented.<\/p>\n<p>Going in another direction, SiddeekMMA remarked: \u2018Just because he\u2019s rich doesn\u2019t mean he\u2019s wrong. You pay for a service, it would be expected you get that service.\u2019<\/p>\n<p>\u2018It\u2019s a fiver mate! God forbid,\u2019 riksimp89 put bluntly, while theoptionmonkey agreed with him, writing: \u2018Did the same \u2013 and was similarly annoyed. Cancelled immediately. It\u2019s awful, really awful.\u2019<\/p>\n<div class=\"metro-poll\" id=\"1784717790685-29198338\" data-option1=\"BBC iPlayer\" data-option2=\"ITVX\" data-option3=\"Channel 4\" data-option4=\"Netflix\" data-option5=\"Disney Plus\" data-option6=\"Prime Video\" data-option7=\"NOW TV\" data-option8=\"Hayu\" data-option9=\"Apple TV\" data-option10=\"Paramount Plus\" data-url=\"https:\/\/api.metro.co.uk\/polls\/v2\/\" data-track-module=\"poll\">\n<h3 class=\"metro-poll__title\">What&#8217;s your favourite streaming platform?<\/h3>\n<ul class=\"metro-poll__list\">\n<li data-option=\"option1\" class=\"metro-poll__option\">\n<\/li>\n<li data-option=\"option2\" class=\"metro-poll__option\">\n<\/li>\n<li data-option=\"option3\" class=\"metro-poll__option\">\n<\/li>\n<li data-option=\"option4\" class=\"metro-poll__option\">\n<\/li>\n<li data-option=\"option5\" class=\"metro-poll__option\">\n<\/li>\n<li data-option=\"option6\" class=\"metro-poll__option\">\n<\/li>\n<li data-option=\"option7\" class=\"metro-poll__option\">\n<\/li>\n<li data-option=\"option8\" class=\"metro-poll__option\">\n<\/li>\n<li data-option=\"option9\" class=\"metro-poll__option\">\n<\/li>\n<li data-option=\"option10\" class=\"metro-poll__option\">\n<\/li>\n<\/ul>\n<div class=\"newsletter-end-card accent--tv\">\n<div class=\"newsletter-end-card__inner\">\n<h4>Want to get bespoke updates on the TV shows you love? Sign up to Metro&#8217;s TV newsletters and tell us which ones you can&#8217;t get enough of<\/h4>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>On the website for the streaming platform, people can either choose a free plan or opt for ITVX Premium, which costs \u00a35.99 a month and is said to allow viewers to watch TV \u2018ad-free\u2019.<\/p>\n<p>However, that \u2018ad-free\u2019 detail comes with a stipulation, which reads: \u2018Ad-free applies to our on-demand library only and programmes may contain <a data-ico=\"hyperlink-article\" href=\"https:\/\/metro.co.uk\/tag\/itv\/\" data-track=\"inline-tag-auto-link_article\">ITV<\/a> promotions where contractually required. Live TV plays with ads.\u2019<\/p>\n<p>So anyone who\u2019s paid for the premium subscription who\u2019s read the fine print should know that there is a chance of ITV ads playing during programmes, even if they\u2019re expecting an \u2018ad-free\u2019 experience.<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-x wp-block-embed-x\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Watchout. I subscribed to ITV X agreed to pay \u00a35 a month  not see adverts. However their claim is very sneaky, instead of interrupting programmes with 3rd party commercial adverts .They interupt with promos of their own programmes. I think ofcom should investigate. <a href=\"https:\/\/x.com\/ITVX?ref_src=twsrc%5Etfw\">@ITVX<\/a> <a href=\"https:\/\/x.com\/ITV?ref_src=twsrc%5Etfw\">@ITV<\/a><\/p>\n<p>\u2014 Lord Sugar (@Lord_Sugar) <a href=\"https:\/\/x.com\/Lord_Sugar\/status\/2079629412404690986?ref_src=twsrc%5Etfw\">July 21, 2026<\/a>\n<\/p><\/blockquote>\n<\/div>\n<\/figure>\n<figure class=\"wp-block-embed is-type-rich is-provider-x wp-block-embed-x\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Excellent series on ITV . The twisted story of Amanda Knoxs. Superb acting by Grace Van Patten. The story been dramatised for TV. It follows real events plus a BIT OF VAT good binge  watch on ITV X but adverts and promos will drive you nuts . Even if you pay the \u00a35 a month <a href=\"https:\/\/x.com\/ITVX?ref_src=twsrc%5Etfw\">@ITVX<\/a><\/p>\n<p>\u2014 Lord Sugar (@Lord_Sugar) <a href=\"https:\/\/x.com\/Lord_Sugar\/status\/2079807066445598823?ref_src=twsrc%5Etfw\">July 22, 2026<\/a>\n<\/p><\/blockquote>\n<\/div>\n<\/figure>\n<p>Despite Lord Sugar\u2019s grievance against ITVX, the business mogul \u2013 who founded his electronics company Amstrad in 1968 \u2013 followed up his tweet about the streaming platform with praise about the <a data-ico=\"hyperlink-article\" href=\"https:\/\/metro.co.uk\/tag\/true-crime-tv-series-docuseries-documentary\/\" data-track=\"inline-tag-auto-link_article\">true crime<\/a> drama The Twisted Tale of Amanda Knox.<\/p>\n<p>\u2018Excellent series on ITV. The twisted story of Amanda Knox. Superb acting by Grace Van Patten. The story\u2019s been dramatised for TV [sic],\u2019 he wrote.\u00a0<\/p>\n<p>However, the 79-year-old then quipped about the ads and cost of ITVX once again, stating: \u2018It follows real events plus a BIT OF VAT good binge watch on ITVX but adverts and promos will drive you nuts. Even if you pay the \u00a35 a month.\u2019<\/p>\n<figure class=\"img-container shareable-item wp-caption\">\n<div class=\"img-wrap\">\n\t\t<img width=\"646\" height=\"363\" src=\"https:\/\/metro.co.uk\/wp-content\/uploads\/2026\/07\/SEI_188292397-9fa0.jpg?quality=90&amp;strip=all&amp;w=646\" class=\"article-image wp-image-29198512\" alt=\"EMBARGOED TO 0001 TUESDAY JANUARY 23 For use in UK, Ireland or Benelux countries only Undated BBC\/Naked handout photo of (left to right) Baroness Karren Brady, Lord Sugar and Tim Campbell, who will return for the upcoming series of The Apprentice. Issue date: Sunday April 23, 2023. PA Photo. See PA story Apprentice. Photo credit should read: BBC\/Naked\/Ray Burmiston\/PA Wire NOTE TO EDITORS: Not for use more than 21 days after issue. You may use this picture without charge only for the purpose of publicising or reporting on current BBC programming, personnel or other BBC output or activity within 21 days of issue. Any use after that time MUST be cleared through BBC Picture Publicity. Please credit the image to the BBC and any named photographer or independent programme maker, as described in the caption.\" decoding=\"async\" loading=\"lazy\"\/>\t<\/div><figcaption>Lord Sugar\u2019s BBC series The Apprentice has been going for 21 years (Picture: BBC\/Naked\/Ray Burmiston)<\/figcaption><\/figure>\n<p>One fan called Lorna commented in response: \u2018One of the reasons I admire you is that you are still a down-to-earth man and stick to your principles (re. ITV X issue).\u2019<\/p>\n<p>However, Michael piped up: \u2018Are you still whinging about that? They last about 30 seconds.\u2019<\/p>\n<p>To pay for an ad-free streaming experience that still occasionally gives you ads, or to go for the free option?<\/p>\n<p>It doesn\u2019t quite roll off the tongue like Shakespeare, but that is the question.<\/p>\n<p class=\"metro-more-link\"><svg><title>Arrow<\/title>\n<use xlink:href=\"#common-right-arrow\" href=\"#common-right-arrow\"\/><\/svg><span class=\"mor-link\" data-track-module=\"mor-link_article\">MORE: <a data-ico=\"hyperlink-article\" href=\"https:\/\/metro.co.uk\/2026\/07\/22\/awkward-moment-reform-uk-mps-private-comment-slating-gmb-heard-everyone-29197111\/?ico=more_text_links\" class=\"\">Awkward moment Reform UK MP\u2019s private comment slating GMB is heard by everyone<\/a><\/span><\/p>\n<p class=\"metro-more-link\"><svg><title>Arrow<\/title>\n<use xlink:href=\"#common-right-arrow\" href=\"#common-right-arrow\"\/><\/svg><span class=\"mor-link\" data-track-module=\"mor-link_article\">MORE: <a data-ico=\"hyperlink-article\" href=\"https:\/\/metro.co.uk\/2026\/07\/21\/sky-itv-address-worrying-claims-emmerdale-axed-29188882\/?ico=more_text_links\" class=\"\">Sky and ITV address \u2018worrying\u2019 claims that Emmerdale could be axed<\/a><\/span><\/p>\n<p class=\"metro-more-link\"><svg><title>Arrow<\/title>\n<use xlink:href=\"#common-right-arrow\" href=\"#common-right-arrow\"\/><\/svg><span class=\"mor-link\" data-track-module=\"mor-link_article\">MORE: <a data-ico=\"hyperlink-article\" href=\"https:\/\/metro.co.uk\/2026\/07\/18\/itvs-voice-forced-apologise-upsetting-email-independent-bakery-29169130\/?ico=more_text_links\" class=\"\">ITV\u2019s The Voice forced to apologise after \u2018upsetting\u2019 email to independent bakery<\/a><\/span><\/p>\n<section id=\"share-buttons-bottom\" class=\"share-buttons share-buttons-bottom\"><a class=\"metro-button share-bar-comments\" data-vars-position=\"bottom\" href=\"#metro-comments-container\"><br \/>\n\t\t\t<span><svg><title>Comment now<\/title>\n<use xlink:href=\"#social-comment\" href=\"#social-comment\"\/><\/svg><\/span><br \/>\n\t\t\t<span class=\"share-bar-comments__label\">Comments<\/span><br \/>\n\t\t<\/a><a data-ico=\"hyperlink-article\" class=\"metro-button share-bar-preferred-source\" data-vars-position=\"bottom\" href=\"https:\/\/google.com\/preferences\/source?q=https:\/\/metro.co.uk\" target=\"_blank\"><br \/>\n\t\t\t\t<span><svg><title>Add Metro as a Preferred Source on Google<\/title>\n<use xlink:href=\"#social-preferred-source\" href=\"#social-preferred-source\"\/><\/svg><\/span><br \/>\n\t\t\t\t<span class=\"share-bar-preferred-source__label\">Add as preferred source<\/span><br \/>\n\t\t\t<\/a><\/section>\n<div class=\"newsletter-end-card accent--tv\">\n<div class=\"newsletter-end-card__inner\">\n<h4>TV Newsletter<\/h4>\n<p>Sign up and tell us which TV shows you love to watch to get personalised updates every morning.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<script async=\"async\" data-cfasync=\"false\" src=\"https:\/\/pl30214220.effectivecpmnetwork.com\/9ab3d4df8a7e1a6171e16ddbf732cc19\/invoke.js\"><\/script>\r\n<div id=\"container-9ab3d4df8a7e1a6171e16ddbf732cc19\"><\/div>\r\n\n","protected":false},"excerpt":{"rendered":"<p>Some ITVX users have jumped to Lord Sugar\u2019s defence (Picture: Artur Widak\/NurPhoto via Getty Images) Lord Alan Sugar has split his followers down the middle after complaining about his \u00a35-a-month ITVX subscription, despite being worth an estimated \u00a31 billion. Some have pointed out the irony of him expressing his annoyance about paying such a small&#8230;<\/p>\n","protected":false},"author":1,"featured_media":13717,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/metro.co.uk\/wp-content\/uploads\/2026\/07\/SEI_114307589-9b7a_1784719327.jpg?quality=90&strip=all&w=1200&h=630&crop=1","fifu_image_alt":"","footnotes":""},"categories":[20],"tags":[],"class_list":["post-13716","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-celebrity-gossip"],"brizy_media":[],"_links":{"self":[{"href":"https:\/\/usnews-14267fa.ingress-comporellon.ewp.live\/index.php?rest_route=\/wp\/v2\/posts\/13716","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/usnews-14267fa.ingress-comporellon.ewp.live\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/usnews-14267fa.ingress-comporellon.ewp.live\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/usnews-14267fa.ingress-comporellon.ewp.live\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/usnews-14267fa.ingress-comporellon.ewp.live\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=13716"}],"version-history":[{"count":0,"href":"https:\/\/usnews-14267fa.ingress-comporellon.ewp.live\/index.php?rest_route=\/wp\/v2\/posts\/13716\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/usnews-14267fa.ingress-comporellon.ewp.live\/index.php?rest_route=\/wp\/v2\/media\/13717"}],"wp:attachment":[{"href":"https:\/\/usnews-14267fa.ingress-comporellon.ewp.live\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=13716"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/usnews-14267fa.ingress-comporellon.ewp.live\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=13716"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/usnews-14267fa.ingress-comporellon.ewp.live\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=13716"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}