When two giants like The Walt Disney Company (NYSE: DIS) and ITV plc (LSE: ITV) decide to collaborate, it is not just another content deal. It is a signal that the streaming world is ready for some fresh thinking. Starting July 16, Disney+ and ITVX subscribers in the UK will be able to watch a curated selection of each other’s most popular shows at no extra cost, thanks to a new agreement that feels less like a traditional business move and more like a cultural exchange.
For Disney+, this means subscribers get access to a slate of ITV’s acclaimed programming. Think of the gripping drama “Mr Bates vs The Post Office,” the espionage thriller “A Spy Among Friends,” and the ever-popular reality juggernaut “Love Island.” There’s also a mix of drama favorites such as “Endeavour,” “Vera,” and “Karen Pirie,” with the latter arriving just as its second season premieres on ITVX. Reality fans can also look forward to Olivia Attwood’s “Price of Perfection” and the game show “The 1% Club.” It is a diverse lineup that shows ITV’s range, from true-life drama to unscripted entertainment.
On the flip side, ITVX viewers will be treated to a rotating menu of Disney+ content. This includes the critically acclaimed series “The Bear,” the Star Wars drama “Andor,” and the much-talked-about “Only Murders in the Building.” The offering does not stop at drama; reality series like “The Secret Lives of Mormon Wives” and “The Kardashians” will also be available, along with family-friendly titles such as “Lilo and Stitch: The Series” and “Phineas and Ferb.” For ITVX Premium subscribers, this Disney+ content will be ad-free, while the standard ITVX experience remains ad-supported.
What sets this deal apart is the mutual benefit for both companies. Instead of the usual rivalry that defines the streaming wars, Disney and ITV are betting that sharing a taste of their best content will help each reach new audiences. Joe Earley, President of Disney Entertainment, described it as an opportunity to bring Disney+ customers some of the UK’s favorite shows, while Kevin Lygo, ITV’s Managing Director of Media and Entertainment, emphasized the chance to showcase a specially selected collection of titles to complementary audiences.
This arrangement is not just about content swapping. It is also about advertising. ITV will handle the advertising for “A Taste of Disney+” on ITVX, and Disney will manage ads for the ITVX selection on the ad-supported version of Disney+. This approach could help both companies attract new subscribers in a crowded market, where Netflix, Amazon Prime, and the BBC’s iPlayer are all vying for attention.
The new partnership builds on an existing relationship between the two media companies. ITV is already the UK’s free-to-air broadcaster for Disney+ series like “Renegade Nell” and the upcoming “Under the Bridge.” ITV Studios also produces content for Disney+, including “Rivals” and a reboot of “Blind Date.” This new deal takes things a step further, giving both companies a chance to test the waters with cross-platform promotion and content sharing.
Industry observers are watching closely to see if this type of collaboration becomes a trend. The streaming landscape is changing, with recent moves like Disney+ merging with Hulu and Netflix striking deals with traditional broadcasters in other countries. By offering a curated, regularly refreshed selection of shows, Disney and ITV are making it easier for viewers to discover something new without feeling overwhelmed by choice.
The deal does not mean that viewers will suddenly have access to the entire libraries of both platforms. Instead, as the branding suggests, it is a “taste” of what each service has to offer. This approach could help both companies stand out in a saturated market, giving subscribers a reason to stick around and maybe even pay for more in the future.
For Disney and ITV, this is more than just a content deal. It is a calculated move to broaden their reach, deepen engagement with their audiences, and experiment with a model that could set the tone for future partnerships across the streaming industry.
