Disney and British broadcaster ITV have unveiled an unprecedented content-sharing agreement that will see select programming from both companies cross over to their respective streaming platforms. The landmark deal, announced July 10, 2025, marks a strategic shift in how streaming services collaborate to expand their audiences.
Under the arrangement launching July 16, Disney+ will host a “Taste of ITVX” collection featuring 70-100 hours of premium British content, including the BAFTA-winning drama Mr. Bates vs The Post Office, the critically acclaimed spy series A Spy Among Friends, and popular reality franchise Love Island. In exchange, ITVX gains access to Disney+’s “Taste of Disney+” selection, featuring breakout hits like The Bear, Andor, and Only Murders in the Building, along with reality staples The Kardashians and The Secret Lives of Mormon Wives.
The shared content will be available at no additional cost to subscribers and will refresh quarterly, creating what Disney+ EMEA GM Karl Holmes describes as “a perpetual content discovery engine.” Speaking exclusively to Variety, Holmes revealed the strategic thinking behind the partnership: “This gives Disney+ access to ITV’s established older demographic while introducing ITVX viewers to our award-winning originals. It’s audience complementarity at its best.”
Industry analysts note this deal follows Netflix’s recent partnership with French broadcaster TF1, suggesting a new paradigm in streaming wars. “Twelve months ago, these partnerships would have been unthinkable,” Holmes acknowledged, confirming Disney is pursuing similar agreements across Europe. The executive emphasized Disney’s commitment to “mutual sustainability” with traditional broadcasters, while hinting at expanded production collaborations beyond the current ITV Studios co-production Rivals.
The agreement represents a calculated move by both companies to address specific market challenges. For Disney+, it provides access to ITV’s stronghold in older demographics, while ITV gains premium scripted content to bolster its streaming ambitions. As streaming services face plateauing subscriber growth, such cross-platform alliances may become crucial for sustainable expansion.
Disney Entertainment’s direct-to-consumer president Joe Earley called the partnership “innovative,” while ITV’s Kevin Lygo praised the “mutually beneficial” nature of the deal. With both companies signaling this as the first of many such arrangements, the streaming landscape appears poised for a new era of strategic cooperation.
Editor’s Note: This story has been updated with additional executive commentary and market context.
RJ Tantoco is a writer and researcher with a passion for all things strange, geeky, and genre-bending. Whether it’s horror slashers, offbeat indie gems, or the latest multiverse mind-bender, RJ dives deep. His writing blends fandom with sharp analysis, offering fresh takes on cult favorites and cinematic oddities alike. When he’s not watching movies, he’s probably studying for his masters or deep on an RPG quest.