Disney and ITVX: a blueprint for the future of streaming in the UK

A landmark collaboration between Disney and ITV is capturing widespread attention across the UK media. The deal, which sees curated selections of content shared between the Disney+ and ITVX platforms, represents a bold new chapter in the relationship between global streaming giants and UK-based legacy broadcasters. 

Instead of competing for viewers’ attention in isolation, this partnership highlights a co-operative model where content, audience, and advertising potential are all expanded through a shared vision.

As streaming continues to reshape the way content is consumed, this innovative agreement marks a pivotal moment. It offers key insights into how the evolving media ecosystem can support mutual growth and broader viewer engagement. It also tells us a lot about the state of streaming in the UK today — and where this relationship may be headed in the future.

A first-of-its-kind collaboration

As of 16 July 2025, subscribers to Disney+ in the UK can now see a dedicated ‘Taste of ITVX’ rail, showcasing hit British titles like Mr Bates vs The Post Office, Love Island, and A Spy Among Friends. On the other side of the partnership, ITVX users have access to selected Disney+ titles through a ‘Taste of Disney+’ section, which includes critically acclaimed shows such as The Bear, Only Murders in the Building, and Andor.

What makes this arrangement particularly noteworthy is its simplicity. Both companies maintain their distinct platforms and brand identities. Rather than bundling services, they are offering curated content experiences — each retains control of its own user base, interface, and monetisation model, including advertising around the partner content.

This type of strategic content sharing is rare in the UK market. Until now, collaborations between UK public service broadcasters and global streaming platforms have been limited in scope. The Disney/ITVX model provides a brand new and very exciting approach.

Audience alignment and strategic fit

One of the strongest foundations of this partnership lies in the differing yet complementary audience profiles of the two platforms, according to Kevin Lygo, the managing director of media and entertainment at ITV.

Disney+ has typically attracted younger viewers, families, and fans of genre content such as Star Wars and Marvel. ITVX, the streaming arm of a traditional broadcaster, has built its success on reaching an older demographic, while also making strong inroads into younger audiences with popular reality content.

This audience alignment gives both companies the opportunity to expand their reach in a targeted way. Disney+ can engage with older viewers who may not be its primary subscribers, while ITVX can appeal to younger audiences by showcasing fresh and globally popular titles. Each platform becomes a springboard for discovery, helping users sample new genres and storytelling styles.

From a brand perspective, this strategy also reinforces the positioning of both services. Disney continues to represent high-quality, international storytelling, while ITV brings the trusted, familiar, and often socially relevant programming that resonates deeply with UK viewers. Together, they offer a broader and richer content experience without diluting their core identities.

A reflection of ITVX’s ambitions

ITVX has made impressive strides since its launch in December 2022. By March 2025, it had amassed 14.3 million monthly active users and over 1.7 billion hours of streamed content. Its target of 20 million users, 2 billion streaming hours and £750 million in digital revenues by 2026 is ambitious, but the platform’s investments — which will amount to over £800 million by next year — are designed to help it get there.

This partnership with Disney is a logical next step in ITVX’s digital transformation. The broadcaster has made clear its intention to lead in the free, ad-supported streaming space in the UK. This deal furthers that goal by adding premium international titles to ITVX’s growing offering, without requiring significant new content spending.

Benefits for Disney in the UK context

For Disney, the partnership delivers key strategic advantages without requiring major infrastructure changes. The company continues to operate Disney+ as a standalone service, but now gains a presence on a prominent UK platform that is deeply embedded in the local market.

This exposure could play an important role in helping Disney+ stand out in a crowded field. With Netflix, Amazon Prime Video, Apple TV+, and local platforms all competing for UK audiences, any additional visibility and engagement with viewers who may not yet be subscribers is a valuable opportunity.

Disney’s participation in this deal also signals a willingness to explore flexible, region-specific distribution models. While Disney+ is a global service, the partnership shows the company’s recognition that local markets require tailored strategies. UK audiences are discerning and loyal to domestic content. Aligning with ITV allows Disney to increase its relevancy and resonance.

Is this the start of a broader trend?

The media industry will be watching closely to see if the Disney/ITVX partnership becomes a model for other partnerships. Similar collaborations could emerge between UK broadcasters and other global platforms, or between streamers and cable operators seeking to combine their digital content libraries.

Of course, there are precedents already. The BBC’s deal with Disney to distribute Doctor Who internationally via Disney+ shows how global and local players can work together to expand reach. ITV previously licensed selected Disney titles like Under the Banner of Heaven and Extraordinary before this current arrangement. Netflix have been showcasing content from BBC, ITV, Channel 4, 5 and Sky for some time.  These examples suggest a growing comfort with collaborative distribution models.

Everyone’s a winner

This link-up carries broader implications for the evolution of the UK media landscape.

• For viewers

Audiences benefit the most from this collaboration. They gain access to more content, discover new shows, and experience storytelling from different cultures and production styles — all within platforms they already use and trust. It encourages content discovery without additional subscriptions or apps.

• For broadcasters

Legacy broadcasters like ITV are demonstrating how agility and strategic thinking can turn traditional strength into digital momentum. By embracing partnerships that expand their offering and amplify their brand, they are reshaping the narrative around public service and commercial broadcasting in the digital age.

• For global streamers

The deal underscores the value of regional relevance. By working with respected local partners, streamers can reach new audiences, deepen market penetration, and create goodwill. It’s a reminder that successful global strategies often start with smart local partnerships.

The shape of things to come?

The Disney/ITVX partnership demonstrates that collaboration, not consolidation, can be the key to long-term growth. It allows companies to experiment, learn, and adapt without losing control of their platforms or brands. It creates a content ecosystem that is more inclusive and expansive, reflecting the diverse tastes of modern audiences.

As UK broadcasters and international streaming services continue to innovate, this partnership offers a clear blueprint for mutual success. The future of streaming in the UK looks competitive, but also connected, dynamic, and full of possibility.