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Disney and ITV launch content exchange across streaming platforms

Disney+ and ITVX begin trading content libraries in landmark partnership starting July 16, marking new approach to streaming collaboration.

Luis Rijo

• 4 min read
Disney+ and ITVX logos side by side, representing the new content-sharing partnership announced July 10, 2025.
Disney+ and ITVX logos side by side, representing the new content-sharing partnership announced July 10, 2025.

The Walt Disney Company and ITV announced on July 10, 2025, a landmark content-sharing initiative that enables cross-platform access between Disney+ and ITVX streaming services. The partnership introduces "A Taste of ITVX" for Disney+ subscribers and "A Taste of Disney+" for ITVX viewers, with curated content selections launching July 16, 2025.

According to the joint announcement, Disney+ customers in the United Kingdom will receive access to ITV's acclaimed content library at no additional cost. The initial selection includes award-winning drama "Mr Bates vs The Post Office," espionage thriller "Spy Among Friends," selected series from reality hit "Love Island," and established drama series "Endeavour" and "Vera." The offering also features the first series of "Karen Pirie," coinciding with the second series premiere on ITVX, plus Olivia Attwood's documentary series "Price of Perfection" and entertainment format "The 1% Club."

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Summary

Who: The Walt Disney Company and ITV, with key executives Joe Earley (President, Direct-to-Consumer, Disney Entertainment) and Kevin Lygo (Managing Director of Media and Entertainment, ITV)

What: A content-sharing partnership enabling Disney+ subscribers to access ITV content through "A Taste of ITVX" and ITVX viewers to access Disney+ content through "A Taste of Disney+", with each platform maintaining advertising responsibilities for the shared content

When: Announced July 10, 2025, launching July 16, 2025, with regularly refreshed content selections

Where: United Kingdom streaming platforms Disney+ and ITVX, building on existing production and broadcast relationships between the companies

Why: To expand viewer choice and reach complementary audiences, leveraging Disney's younger, potentially wealthier demographic and ITV's older, "Middle England" audience base while creating new advertising inventory opportunities for brands seeking diverse audience access across premium content environments

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ITVX viewers will access Disney+ content through a regularly updated selection featuring award-winning titles from FX's "The Bear," Lucasfilm's "Andor," and "Only Murders in the Building." The Disney+ content rail includes reality programming such as "The Secret Lives of Mormon Wives" and "The Kardashians," alongside family entertainment including "Lilo and Stitch: The Series" and "Phineas and Ferb." ITVX Premium subscribers will view Disney+ content without advertisements.

The technical architecture supporting this partnership builds upon Disney's existing content distribution infrastructure. Disney's Real-Time Ad Exchange (DRAX) recently established direct connections to major media buying platforms, streamlining advertiser access across Disney's streaming ecosystem. The company has also expanded biddable ad technology across streaming platforms to address growing advertiser demands in live content advertising.

ITV Commercial will manage advertising sales for "A Taste of Disney+" content on ITVX, maintaining normal audience delivery practices. Disney will handle advertising sales for "A Taste of ITVX" content on Disney+ Standard with Ads plans. The arrangement reflects industry trends toward sophisticated programmatic advertising capabilities across streaming platforms.

Joe Earley, President of Direct-to-Consumer at Disney Entertainment, characterized the collaboration as innovative within the streaming landscape. "We are proud of this innovative collaboration with ITV, which will allow us to bring Disney+ customers some of the UK's favorite and buzzworthy shows and encourage ITVX viewers to discover some of Disney+'s award-winning series and blockbuster films," Earley stated.

Kevin Lygo, Managing Director of Media and Entertainment at ITV, emphasized the mutual benefits for complementary audiences. "Disney are fantastic partners with a brilliant breadth of content. This mutually beneficial alliance allows us to show our complementary audiences a specially selected collection of titles, regularly updating, that gives a flavour of the range in our respective offerings," Lygo explained.

The partnership extends beyond content sharing to encompass broader strategic relationships between the companies. ITV serves as the free-to-air broadcaster for Disney+ original series "Renegade Nell" and the upcoming "Under the Bridge." ITV Studios produces multiple Disney+ shows including "Rivals" through Happy Prince, "Suspect: The Shooting of Jean Charles de Menezes" via Etta Pictures in association with KDJ Productions, and the revived "Blind Date" through So TV & Stellify Media.

Industry analysis suggests this arrangement addresses challenges facing both traditional broadcasters and streaming platforms in competitive markets. Disney maintained its dominance for the fourth consecutive month with 11.2% of total television usage in December 2024, while pure-play streaming companies collectively captured more than 25% of total television viewing time.

The announcement coincides with significant developments in streaming platform partnerships across the industry. Recent data demonstrates Disney's advertising technology capabilities expanding through real-time bidding certifications for live content, addressing dynamic viewership patterns that can change dramatically within minutes during major events.

From an advertising perspective, the partnership creates new inventory opportunities for brands seeking to reach diverse audiences across premium content environments. Disney's recent integration with Amazon DSP across multiple European markets, including the United Kingdom, demonstrates the company's commitment to expanding programmatic advertising access across its streaming ecosystem.

The content-sharing model represents a departure from traditional competitive approaches in streaming markets. Rather than competing exclusively for subscriber attention, both companies leverage their complementary audience demographics to expand reach. Disney streaming audiences typically trend younger and potentially wealthier, while ITV audiences skew older with broader "Middle England" appeal.

Technical implementation requires sophisticated content management systems capable of handling cross-platform licensing, audience verification, and advertising integration. The partnership builds upon existing relationships between Disney and ITV that span content production, broadcast distribution, and advertising partnerships across multiple years.

The initiative launches amid broader industry consolidation around unified measurement and buying platforms. FreeWheel recently expanded premium CTV marketplace partnerships to address persistent challenges around programmatic advertising complexity, with only approximately 20% of premium video content currently traded through programmatic channels.

For marketing professionals, the partnership creates expanded opportunities for cross-platform campaign strategies that leverage both companies' content environments and audience insights. The arrangement enables advertisers to access premium British drama and global entertainment content through familiar programmatic interfaces while maintaining brand safety standards across both platforms.

The July 16 launch date positions the partnership to capture summer viewing patterns as audiences engage with both platforms' content offerings. Regular content refreshes ensure sustained audience interest while providing ongoing opportunities for advertiser engagement across diverse programming categories.

This collaboration signals potential expansion of similar partnerships across other markets and broadcasters, as streaming platforms increasingly recognize the value of cooperative content strategies over purely competitive approaches. The arrangement demonstrates confidence within European broadcasting industries while establishing distinct pathways from traditional US market approaches.

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