London, UK – In a significant development poised to reshape the United Kingdom’s competitive streaming landscape, The Walt Disney Company and ITV have announced a groundbreaking content partnership. Revealed on July 10, 2025, the agreement will see a curated selection of programming from their respective streaming services, Disney+ and ITVX, become available on each other’s platforms starting July 16, 2025. This collaboration, described as a pact between two of the UK’s biggest entertainment companies, marks a strategic move to enhance subscriber value at no additional cost.
A Strategic Alliance
The innovative partnership aims to expand viewer content choices significantly. Under the terms of the agreement, dedicated sections featuring the shared content will be branded as “Taste of ITVX” on Disney+ and “Taste of Disney” on ITVX. This initiative represents a novel approach to content distribution, allowing subscribers of one service to sample popular titles from the other without requiring separate subscriptions.
Joe Earley, president, direct-to-consumer, Disney Entertainment, highlighted the forward-thinking nature of the collaboration. He stated, “This is a first-of-its-kind agreement for us in the UK, and it underscores our commitment to innovation and delivering exceptional value to our subscribers. Partnering with ITV, a leading force in UK broadcasting, allows us to introduce Disney+ audiences to critically acclaimed and popular British programming while giving ITVX viewers access to a taste of the diverse content available on Disney+.”
Curated Content Offerings
The selection of content available through the partnership features a mix of acclaimed dramas, popular reality series, and family favorites. Disney+ subscribers in the UK will gain access to a variety of ITV content, including the highly impactful drama “Mr. Bates vs The Post Office,” the espionage thriller “Spy Among Friends,” selected editions of the popular reality show “Love Island,” classic detective series such as “Endeavour” and “Vera,” the inaugural season of “Karen Pirie,” the second season of Olivia Attwood’s reality series “Price of Perfection,” and the popular quiz show “The 1% Club.”
Conversely, ITVX viewers will have the opportunity to stream a selection of content from the Disney+ library. This includes the critically acclaimed first seasons of FX’s “The Bear,” Lucasfilm’s “Andor,” and Hulu’s “Only Murders in the Building.” The offering also spans popular reality television with seasons of shows like “The Secret Lives of Mormon Wives” and “The Kardashians,” alongside family-friendly animated series such as “Lilo and Stitch: The Series” and “Phineas and Ferb.”
Both companies have indicated that the shared content libraries will be refreshed regularly, ensuring a dynamic selection for viewers over the course of the partnership.
Business Implications and Context
Beyond enhancing the viewer experience, the agreement also includes a notable business component related to advertising. Disney will be responsible for handling ad sales specifically for the “A Taste of ITVX” content that is made available on the Disney+ Standard with Ads tier within the UK. This arrangement allows Disney to monetize the integrated ITV content on its ad-supported service tier.
This landmark deal arrives amidst a growing trend of major global streaming platforms forging partnerships with established national broadcasters. Similar collaborations have recently been observed, including agreements between Netflix and French broadcaster TF1, and another between Amazon Prime Video and France Télévisions. These alliances suggest an evolving strategy in the streaming market, where companies are exploring cooperation to expand reach, enrich content libraries, and navigate a competitive digital landscape.
Looking Ahead
The partnership is expected to drive engagement for both platforms in the UK market by leveraging the distinct strengths of each service – Disney’s global reach and expansive franchise library, and ITV’s deep connection with UK audiences and popular domestic programming. By cross-promoting and sharing content, Disney+ and ITVX aim to capture the interest of new viewers and provide added value to their existing subscriber bases.
The collaboration, effective from July 16, 2025, represents a significant strategic move for both Disney and ITV, highlighting a willingness to innovate and collaborate in the face of rapidly changing consumer habits and intense competition within the digital entertainment sector.
