ITVX, Disney+ Launch Reciprocal Content Sharing UK July

Disney+ and the British free-to-air broadcaster ITV have launched a first-of-its-kind partnership to share selected content across their streaming platforms, ITVX and Disney+, starting July 16, 2025. This collaboration introduces 'A Taste of ITVX' on Disney+ and 'A Taste of Disney+' on ITVX, allowing viewers to access curated and regularly refreshed selections of popular shows from each service without extra cost. ITVX users will gain access to Disney+ hits like The Bear, Andor, Only Murders In The Building, and family-friendly titles such as Lilo and Stitch: The Series, while Disney+ subscribers can watch ITV dramas and reality shows including Mr Bates vs The Post Office, Spy Among Friends, Love Island, Endeavour, and Vera. The deal aims to broaden audiences and offer more viewing choices by targeting complementary demographics—ITV's older viewers and Disney+'s younger and family audiences. Both companies will also sell advertising inventory around the shows they provide from their partner, making this mutually beneficial and innovative for the UK streaming market. This move reflects evolving relationships between British broadcasters and US streamers as ITV seeks to grow its digital presence and Disney+ looks to expand its UK market share.