Disney+ and ITV have initiated a content-sharing deal that features flagship shows on both streaming services in the UK. Disney+ will present a "Taste of ITVX" section with popular series like Love Island and Vera. Conversely, ITVX will create a "Taste of Disney+" offering showcasing selected Disney content. This strategic partnership targets diverse audiences, with younger Disney+ viewers and older ITV audiences presenting significant cross-promotion opportunities. The initiative enhances Disney+'s content diversity, emphasizing adult shows and reaching broader demographics.
Disney+ will host a specially curated "Taste of ITVX" rail, giving its subscribers access to hits like Love Island, Mr Bates vs the Post Office, A Spy Among Friends, and Vera.
ITVX will launch its own "Taste of Disney+" section, offering audiences free access to a selection of Disney-owned content including The Bear, Only Murders in the Building, The Kardashians, and Andor.
The partnership was designed to reach new audiences, with the two platforms' demographics being "highly complementary".
Less than 10% of Disney+'s UK audience is over 55, compared to around 40% for ITV, creating what Holmes describes as "a significant opportunity" to introduce Disney's prestige shows.
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