Disney and ITV have agreed a deal to carry elements of each other’s streaming content in the form of a promotional selection
In parallel announcements (e.g. here on the ITV site), we read:
The Walt Disney Company and ITV announce today a new first-of-its-kind initiative to carry each other’s streaming services, in the form of a promotional selection, billed as a ‘Taste of ITVX’ and a ‘Taste of Disney+’ respectively. The exciting initiative brings together two of the UK’s most recognisable entertainment brands to expand viewer choice and celebrate the best of British and international storytelling, marking a further milestone in The Walt Disney Company and ITV’s long-standing relationship.
What does this Disney and ITV deal mean in practice?
As of July 16 (i.e. later this week), customers of each will see a range of content which both widens the content offered and then (hopefully) leads to more subscribers. From a UK perspective, licence fee payers can watch ITV anyhow, but now can get several interesting shows carried by Disney. The range is broad, but CultBox readers are most likely to be interested in Andor, as well as the highly recommended Only Murders in the Building.
As to the long-standing relationship, ITV did produce the successful Rivals for Disney+, and ITV viewers have access to Renegade Nell.
It is a landmark deal?
It’s clearly interesting and a step change from previous arrangements. Thinking broader, it’s one of what are likely to be several such arrangements across Europe. In the absence of a pan-European streamer, it’s entirely possible more such 1-1 deals will be struck, further tightening the grip of US streamers on the market (assuming tariffs don’t escalate further. It’s worth noting the recent deal between Netflix and TF1, the latter being a major media player in the French market.
This is a more complete, though locally facing, deal:
This distribution partnership will see TF1 Group’s hugely popular services — both live channels and on-demand content — available to Netflix members in France as part of their existing subscription, without ever having to leave the service. Audiences will benefit from Netflix’s premium discovery experience to watch leading scripted dramas like Broceliande and Erica, soaps such as Demain nous appartient and Ici tout commence, unscripted franchises including Koh Lanta and The Voice as well as major live sports matches.
It’s expected more deals of many types will be struck in the next few years as the European TV market continues to evolve. As ever, we’ll bring you the news and let you know what it means for us in the UK.