Disney+ and ITV sign groundbreaking content swap deal
Partner Jonathan Blair comments on the landmark deal between Disney+ and ITV to show their programmes on each other’s platforms, in Business Matters.
“The reported deal between Disney and Netflix represents an interesting collaboration which seems to take advantage of the reflective strengths and weaknesses of each platform.
"Disney now has a solution to the challenge of attracting sufficient adult content to its service without having to spend significant monies, while ITV is now able to offer its audience high-quality Disney content which was previously restricted - providing a competitive advantage to its free to air service.
"Reports that this deal will also include a share of advertising media spend from the exploitation of the content on each platform is also a groundbreak development in terms of commercial collaboration between streaming services and traditional broadcasters.”
An extract of Jonathan’s comments was published in Business Matters, 10 July 2025, and can be found here.
