Launched on 16^th July as a "Taste of Disney+/ITVX", users of Disney+ and ITVX can now watch a selection of titles from the opposite platform, including tentpoles such as Disney’s Andor and ITV’s Mr. Bates vs. The Post Office. This partnership is unique among those recently announced between European broadcasters and global OTT services - appearing to be fairly equitable - and has enabled 40% of UK Internet households to watch additional content at no extra cost. 

The operators are mutually aiming to attract new subscribers and viewers from the audiences of the platform they have shared content with. Disney is seeking to offer its older-skewing content to ITVX users and demonstrate that it provides more than just family-friendly and children’s fare, while ITV is aiming to appeal to younger Disney+ users.

However, Disney has gained access to a larger new audience than ITV, as, according to Ampere’s Q1 2025 survey, ITVX has a larger unique customer base than Disney+. Through its content hub on ITVX, Disney will reach an additional 26% of UK Internet households aged 18-64 who self-reported using ITVX in the past month; ITVX will reach an additional 14% through its equivalent hub on the Disney+ platform. Though this suggests that Disney stands to gain more, other factors such as the demographics of the new audiences and the nature of the content swapped will also determine which each operator gains most from the arrangement.

Ampere clients can read a more detailed analysis of the implications of this partnership here.