It all comes down to broadcasting rights. Sky don't have the rights to cloud record everything, so for content that falls into that category it can only be watched live or on-demand if the broadcaster has the on-demand rights.
In the case of ITV, open ITV X and check if the replay is available through it. Unfortunately ITV X is quite buggy with regards to the playlist functionality as the shows on ITV X usually have missing or incorrect metadata applied to them meaning that they don't correctly appear on the playlist. Quite often i'm having to manually open ITV X and load the programme i want as the playlist just either doesn't update as expected for the show or it takes several days for the playlist to update as that is when ITV apply the correct metadata.
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