ITVX & Disney+: A New Era of Streaming Collaboration?
Laura Behan, Head of AV
In a fast-evolving streaming landscape, the idea of ITVX and Disney+ sharing content is a compelling prospect that speaks to broader trends in media strategy, audience behaviour, and the economics of entertainment content.
On the surface, the two platforms seem worlds apart. ITVX, launched in 2022 as the UK’s ITV broadcaster streaming service, is rooted in British culture, serving up homegrown drama, reality shows and soaps appealing to the masses. Disney+, meanwhile, is the poster child of Hollywood IP dominance, bringing global brands such as Marvel, Star Wars, Pixar, and Disney out of the vault.
Why would these two players, each with a strong brand identity, ever share content?
In fact, there are very good reasons — both tactical and strategic — why such a collaboration is not only plausible but potentially inevitable.
The Consumer: Convenience Wins
Today’s streaming audience is flooded by choice — and increasingly resistant to paying for multiple subscriptions. In the UK, the average household has 2–3 streaming platforms, and churn rates are climbing. Bundling or cross-licensing content between ITVX and Disney+ could make each platform more attractive.
For ITVX, adding premium Disney+ series and films could elevate its perceived value, enticing younger and more affluent audiences who might otherwise see it as purely a “catch-up” platform. For Disney+, a partnership with ITVX could provide access to ITV’s rich archive of British programming — appealing both to UK viewers nostalgia for Coronation Street or Love Island, and to international audiences craving authentic British content.
In short: audiences don’t care much who owns the show — they care about whether they can watch it easily. And partnerships that reduce fragmentation helps everyone.
The Business Case: Monetising Content Libraries
Both ITV and Disney have vast back catalogues of content that are underexploited. ITV has decades of beloved dramas, documentaries, and reality series that struggle to find shelf space outside the UK. Disney+ has library content that might perform well in niche contexts (family films, classic series) but doesn’t necessarily drive subscriptions on its own.
Licensing or co-producing content gives both companies a way to monetise these assets more effectively. ITV’s success with international licensing (its studios division already sells formats and shows globally) demonstrates how valuable its IP can be when given the right platform. Disney is not averse to licensing: it still sells content to third parties when it makes strategic sense — even to competitors like Netflix.
The Strategic Angle: Competing with the Tech Giants
Finally, there’s the pragmatic question: how do traditional media companies survive and thrive in a streaming market increasingly dominated by tech-native players like Netflix, Amazon, Apple.
One answer is collaboration. By pooling resources, creating joint subscription bundles, or offering reciprocal content agreements, ITV and Disney+ could better resist the competitive pressure of deep-pocketed rivals. The “coopetition” model — cooperating in some areas while competing in others. Brands and platforms already do this, Google and News Publishers, compete for revenue and attention but at the same time Google distributes News Publishers content across search.
Looking Ahead
In the coming years, the streaming landscape is likely to look more collaborative and less fragmented, with platforms leveraging their local strengths and global giants looking for ways to deepen market penetration. ITVX and Disney+ partnering to share content — whether through cross-licensing, bundles, or even joint original productions — would reflect this reality. For audiences, it would mean better value and more choice. For the companies, it could mean greater resilience and growth in a crowded market.
In a world where audience loyalty is fleeting and content is king, cooperation could well be the most effective form of competition. If these two brands can find common ground, they could set a template for the next phase of streaming evolution — one that puts the viewer firmly at the centre.
