On July 10, The Walt Disney Company and U.K. Free-To-Air TV network ITV announced an agreement, described as a “first-of-its-kind” initiative, whereby both companies will interchange content offered by their streaming platforms. A selection of ITVX titles will be available on Disney+, at the same time as a selection of Disney+ titles will be available on ITVX. For the first time ever in the whole world, it will be possible for users of other services to access originals produced by a globally leading OTT, as is the case with Disney+.

In Latin America, as well as in other regions, there have been several cases in which originals produced by important streaming services have been shown on TV channels or other platforms. However, these cases have never involved comprehensive agreements including a high number of titles. In most instances, the content that is made available is a premiere released by the OTT and, as a general rule, it is possible to view only the first episode.

According to information provided by the companies, what will be available to viewers on both platforms is “a curated and regularly refreshed selection” of series and movies. Subscribers to all plans offered by both OTTs will find the above-mentioned collection under the banners Taste of Disney+ and Taste of ITVX. The agreement will be effective as from July 16. Between 70 and 100 hours of content from each platform’s catalog will be shared.

Among the Disney+ titles contemplated in the deal, it is worth mentioning the following: The Bear, Andor, Only Murders in The Building, The Secret Lives of Mormon Wives, The Kardashians, Lilo and Stitch: The Series and Phineas and Ferb. ITVX titles include: Mr Bates vs The Post Office, Spy Among Friends, Love Island, Endeavour, Vera, Karen Pirie, Price of Perfection and The 1% Club.

Disney+ EMEA (Europe, Middle East and Africa) general manager Karl Holmes said that “the titles chosen will be typically skewed towards adults,” giving Disney+ access to ITV’s predominantly older audience. By showing content of this type, the hope is to draw these customers, who have been getting “less receptive to Disney+.”