In a bold move that blurs the lines between global streaming and free-to-air broadcasting, Disney+ and ITV have struck a landmark content-sharing deal that will see some of their flagship shows appear on each other’s UK streaming platforms.
As part of the agreement, Disney+ will host a specially curated “Taste of ITVX” rail, giving its subscribers access to hits like Love Island, Mr Bates vs the Post Office, A Spy Among Friends, and Vera. At the same time, ITVX will launch its own “Taste of Disney+” section, offering audiences free access to a selection of Disney-owned content including The Bear, Only Murders in the Building, The Kardashians, and Andor.
Disney+ EMEA General Manager Karl Holmes told Deadline the partnership was designed to reach new audiences, with the two platforms’ demographics being “highly complementary”. Less than 10% of Disney+’s UK audience is over 55, compared to around 40% for ITV — creating what Holmes calls “a significant opportunity” to introduce Disney’s prestige adult shows to older, free-to-air viewers.
“You won’t see The Bear or Only Murders across free-to-air services anywhere else in Europe,” said Holmes. “The reason we think this works is because our audiences are so different — it wouldn’t work with the same demo.”
Among the standout swaps is the surprise addition of Love Island — including the popular All Stars spin-off — to Disney+. Selected seasons will land on the platform, with Holmes indicating that newer episodes could arrive shortly after their ITV broadcast in a fast-turnaround second window.
It’s a strategic move that helps Disney+ diversify its UK content offering, which has historically skewed younger and more family-oriented.
Disney+’s award-winning kitchen drama The Bear will make its UK free-to-air streaming debut on ITVX — a move designed to tap into ITV’s broader, older audience base and extend the show’s visibility. Similarly, Andor and Only Murders in the Building are expected to benefit from exposure to viewers who may not have previously considered a Disney+ subscription.
While only 70–100 hours of content will switch platforms at launch, the partners plan to refresh the libraries every two months and meet monthly to decide on future swaps, focusing on promoting new episodes and boosting visibility for selected titles.
The deal also has an advertising component: ITV Commercial will sell ads for the Disney+ content featured on ITVX, while Disney will handle advertising for ITVX titles appearing on its ad-supported tier.
Jonathan Blair, a film and TV partner at media law firm Simkins LLP, called the agreement “a groundbreaking development” in commercial collaboration between traditional broadcasters and global streamers.
“Disney gains adult content visibility with minimal spend, while ITV boosts its offering with previously paywalled Disney titles,” said Blair. “This is a smart exchange of brand equity and audience reach.”
Holmes confirmed that Disney is already in discussions with other broadcasters across EMEA to replicate this model, citing the potential for future content swaps and strategic alignments. The move mirrors recent collaborations in France, where Netflix and Amazon have struck similar pacts with TF1 and France Télévisions.
For ITV, the deal enhances its growing reputation as a powerful partner in global content distribution. It already produces a number of Disney+ UK originals, including Rivals, Suspect: The Shooting of Jean Charles de Menezes and the forthcoming Blind Date reboot. ITV also broadcasts Disney+ co-productions Renegade Nell and Under the Bridge.
ITV’s Director of Content Kevin Lygo described the deal as “mutually beneficial,” while Holmes said it marks the beginning of an “Entente Technologique” — a new kind of partnership where broadcasters and streamers collaborate rather than compete.
With the UK’s crowded streaming landscape facing increasing pressure to innovate, this type of content exchange may signal the next phase of platform strategy — one where flexibility, brand synergy, and shared audience growth trump the old model of content exclusivity.
As Holmes summed up: “This isn’t just about giving people more to watch — it’s about making streaming smarter.”
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Disney+ and ITV strike landmark content swap deal bringing ‘Love Island’ to Disney+ and ‘The Bear’ to ITVX
