Disney and ITV Share Shows Across Disney+ and ITVX in July Launch

Walt Disney Co. and U.K. broadcaster ITV have signed a "first-of-its-kind" content-sharing agreement that will see the companies carry curated slates of each other’s programming on their respective streaming services, Disney+ and ITVX. Beginning 16 July, a “Taste of ITVX” rail on Disney+ will feature ITV franchises such as Love Island, Mr Bates vs the Post Office and Spy Among Friends, while ITVX will add a “Taste of Disney+” carousel with the first season of FX’s The Bear, Lucasfilm’s Andor and Hulu’s Only Murders in the Building. The swap involves roughly 70–100 hours of programming in each direction at launch, with titles refreshed every two months and offered to existing subscribers at no additional cost. Executives said the pact leverages complementary audiences—fewer than 10 percent of Disney+ viewers are over 55, compared with about 40 percent for ITVX—and is expected to boost engagement and advertising revenue. Disney signalled it is pursuing similar alliances with other European broadcasters as competition for streaming subscribers intensifies.