Disney and ITV Announce “First of Its Kind” Content-Sharing Deal
Disney and the United Kingdom’s ITV network have reached a new agreement on a “first-of-its-kind initiative” that will see the two entities share content across their respective streaming services.
Going forward, Disney+ will carry a selection of ITV titles under a banner that reads “Taste of ITVX.” There, subscribers will be able to find shows such as Mr. Bates vs. the Post Office, Spy Amongst Friends, and Love Island.
For their part, ITVX will debut a “Taste of Disney” section that will include the first season of Disney streaming hits, including The Bear, Andor, Only Murders in the Building, and The Kardashians.
Photo: Hulu
The new selections will go live on July 16, and it is expected that the titles will change over every few months. Between 70 and 100 hours of content from each streamer will be shared.
Reaching a New Demographic
In an interview with Variety, Disney+ EMEA General Manager Karl Holmes explained that Disney targeted ITV titles that skew towards an older audience. That demographic has been harder to reach for Disney+.
Photo: The Independent
“It’s really powerful for us and will help drive consideration in a demo which hasn’t considered as much under our sign ups,” he explained. “And at the same time, we get some of the U.K.’s biggest shows to put in front of our younger audience. And it does the same for ITV in reverse. It all works is because of the complementarity of the audiences.”
The Power of Partnership
In an ever-changing media environment, streamers have found that partnerships and collaborations can be effective tools for reaching consumers. To that end, we have seen a rise in bundles, collaborations, and deals.
Photo: Hulu
“I think potentially, the thing which we will aim to do and the principle we will aim to adopt, is one of mutual sustainability and support,” Holmes explained.
“We have a long, long history of supporting the free-to-air broadcasters, and we want that to continue. We believe in the local ecosystem in all of the big markets in which we operate.”
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