In 2025, Disney+ and ITV joined forces in a groundbreaking partnership to enhance their streaming services in the UK. This collaboration introduced "Taste of" sections on each platform, offering select content from the other's library.
ITVX viewers gained access to Disney+ titles like "Andor" and "Only Murders in the Building." Disney+ subscribers could enjoy ITVX content such as "Mr Bates vs the Post Office" and "Love Island." The initial exchange included approximately 70 to 100 hours of content, with plans to refresh selections every two months.
Karl Holmes of Disney+ highlighted the potential to reach new audiences, particularly those over 55. Kevin Lygo from ITV saw this as a mutually beneficial alliance, hinting at more collaborations between free-to-air and U.S. streamers. This partnership signals a shift towards cross-platform content sharing, aiming to broaden content accessibility and reach diverse audiences.