ITV announces huge change to ITVX as they collaborate with streaming giant
Streaming heavyweights ITVX and Disney+ have revealed a major new partnership that will see both platforms share a curated selection of each other's content.
This is a first-of-its-kind collaboration designed to broaden audiences and offer more choice to viewers. Starting July 16, both streamers will roll out special sections on their services called Taste of ITVX and Taste of Disney+, which will feature regularly updated line-ups of popular shows from each platform.
As part of the deal, ITVX users will gain access to several hit Disney+ series at no additional cost, including the first seasons of critically acclaimed shows like The Bear, Andor, and Only Murders In The Building.
The selection will also feature reality and family favourites such as The Secret Lives Of Mormon Wives, The Kardashians, Lilo And Stitch: The Series, and Phineas And Ferb.
Meanwhile, Disney+ subscribers will be able to watch some of ITV 's most celebrated dramas and entertainment shows. The new offering will include Mr Bates Vs The Post Office, gripping spy thriller Spy Among Friends, and select seasons of Love Island.
Popular dramas like Endeavour, Vera, and the first series of Karen Pirie will also be available on the streaming platform. Fans of British telly can also look forward to Olivia Attwood 's Price Of Perfection and hit quiz show The 1% Club joining Disney+'s library.
Kevin Lygo, ITV's managing director of media and entertainment, has called the agreement a perfect match between two strong brands.
He said: "Disney are fantastic partners with a brilliant breadth of content. This mutually beneficial alliance allows us to show our complementary audiences a specially selected collection of titles, regularly updating, that gives a flavour of the range in our respective offerings.
"For us, this deal means even more great content for viewers on ITVX, and even more opportunity for viewers to find and enjoy our distinctive titles and services."
The collaboration builds on an existing relationship between the two companies. ITV is already the free-to-air broadcaster for Disney+ series like Renegade Nell and the upcoming true-crime drama Under The Bridge, while ITV Studios produces several shows for Disney+, including Rivals, Suspect: The Shooting Of Jean Charles de Menezes, and the new revival of Blind Date.
Joe Earley, president of Disney Entertainment's direct-to-consumer division, branded the partnership a significant milestone. He shared: "We are proud of this innovative collaboration with ITV, which will allow us to bring Disney+ customers some of the UK's favourite and buzzworthy shows, and encourage ITVX viewers to discover some of Disney+'s award-winning series and blockbuster films."
Speaking to Variety, Karl Holmes, Disney+'s EMEA general manager, explained the strategic thinking behind the content swap. He said the titles Disney has chosen tend to be those appealing to adult audiences, as the streamer is making an effort to attract viewers who may not have traditionally subscribed to Disney+.
"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 said. "And at the same time, we get some of the UK's biggest shows to put in front of our younger audience. And it does the same for ITV in reverse. It all works because of the complementarity of the audiences."
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