Disney+ and ITVX are doing something no one else in the UK market has done yet: carrying each other’s content directly within their respective platforms. Starting July 16, a curated selection of shows will be available as “A Taste of Disney+” on ITVX and “A Taste of ITVX” on Disney+, marking the start of a rare cross-promotional initiative in the fiercely competitive UK streaming landscape.
The deal puts some of each platform’s strongest IP in front of audiences who might never have sought it out. Disney+ subscribers can access titles like Love Island, Mr Bates vs The Post Office, and Spy Among Friends, while ITVX users get exposure to season one of The Bear, Andor, and other notable Disney content. The rails will be refreshed regularly, with decisions guided by viewership data and upcoming slate priorities.
At the heart of the collaboration is the recognition that the two services target different audiences. “This wouldn’t work if we had the same demographic,” said Karl Holmes, GM of Disney+ EMEA. Disney+ skews under 34, while ITVX serves a core audience of viewers aged 45 and up. That divergence is what makes this win-win co-discovery strategy viable. Disney exposes its adult-skewing content to viewers who may assume the brand is kid-only, and ITVX gets visibility with a younger demo they often don’t reach.
The ITVX deal is the first out the gate, but Holmes made it clear Disney is talking to other free-to-air broadcasters across Europe. “We’ve been working on our relationship with broadcasters for a number of months,” he said, noting these partners still command the largest audiences in each market. Holmes declined to say whether ITV was the first choice, but the implication is clear. Expect more of these alliances.
While UK public broadcasters have traditionally seen global streamers as a threat, this move could suggest an evolution in strategy. ITV gains prestige content and a foot in the door with younger viewers. Disney, meanwhile, sidesteps platform fatigue by injecting its content where audiences already are.
Holmes was diplomatic when asked if this partnership signals a truce. “That’s probably a question for ITV,” he said, while underscoring the mutual value of the deal. He emphasized this isn’t about flooding ITVX with Disney+ programming. It’s about selectively curating content that drives new engagement.
Success metrics will focus on increased sign-ups, engagement, and time spent watching. Disney and ITV plan to meet every few months to optimize the mix. If this works and scales across other markets, it could become a model for how global streamers and local broadcasters coexist.
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