The July “Taste of Disney+/ITVX” initiative enables Disney+ to reach 26% more UK internet viewers, while ITVX gains an additional 14%, delivering expanded exposure to each other’s flagship shows at no extra cost—covering 40% of households overall.
Disney+ and ITVX’s innovative content-sharing partnership, branded as “Taste of Disney+/ITVX,” now allows subscribers on each platform to access select shows from the other at no additional cost—extending reach to 40% of UK internet households, according to Ampere estimates.
Launched on July 16, the initiative enables Disney+ users to stream hit titles such as “Andor,” while ITVX viewers can enjoy programmes like “Mr. Bates vs. The Post Office,” all integrated under dedicated content hubs on both platforms. Ampere’s data shows that Disney+ gains exposure to an additional 26% of UK internet households aged 18–64 through the ITVX hub, while ITVX reaches an extra 14% via the Disney+ platform. While the numbers suggest greater incremental benefit for Disney+, the ultimate advantage depends on demographics and content engagement.
This arrangement represents a strategically balanced move among European broadcasters and global OTT players. Disney aims to showcase its broader content appeal beyond family-focused programming, whereas ITVX targets younger Disney+ viewers with its drama and entertainment offerings. The reciprocal setup also allows each platform to maintain control over advertising sales tied to the content they host—a crucial component of the agreement.
Ultimately, this content swap reinforces both platforms’ ambition to capture more audience share in a crowded UK marketplace. It underscores how partnerships can help both legacy broadcasters and global streamers diversify content and extend viewer reach without incremental consumer cost.
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