The broadcaster has agreed a deal with Sony to launch ITV Player on the PS3 by "end of the year", where it will join the already available BBC iPlayer service.
To access ITV Player - which will be funded with pre, mid and post-roll advertising - PS3 users will need to implement a software update placing an ITV Player icon on their console's navigational menu.
"Our viewers want the option to watch their favourite content when and where they choose so distributing the ITV Player, with our rich content, to platforms beyond ITV.com will allow us to meet that demand, said Fru Hazlitt, ITV's managing director of commercial and online.
"We're really excited that they will soon be able to access the ITV Player on demand through the PS3 platform."
ITV said that the PS3 launch is part of a "wider strategy to roll out the highly successful ITV Player to platforms beyond ITV.com - including games consoles, TV- and mobile-based devices".
The broadcaster wants to unlock the revenue opportunities held in bringing the standalone ITV Player to multiple platforms, instead of simply syndicating its content to other service providers, such as SeeSaw or YouTube.
It is thought that ITV Player will be made available on Apple, Blackberry and Google Android mobile devices, potentially as early as September.
The expansion strategy could also include a launch on Microsoft's Xbox 360 console and Nintendo's Wii, along with a range of connected platforms run by the major electronics firms, such as Sony's Bravia Player.
Yesterday, ITV confirmed the appointment of Global Radio executive Robin Pembrooke as the new managing director of ITV.com.
Hazlitt said that Pembrooke will help the broadcaster to unlock more expansion and revenue opportunities for video on-demand service, ITV Player.
"As we progress the transformational change plan, key priorities are to refocus and overhaul the site ensuring that users can quickly and easily engage with our content in a way that is appropriate to the platform," she said.
"ITV.com should be about extending exclusive content, video on-demand and monetisation both through the business of advertising and directly from the consumer. It is also vital that we identify the right distribution strategy for the ITV Player and effectively integrate the product where appropriate."