INSIDE THE DISNEY-ITV DEAL: HOW CONTRASTING CORE AUDIENCES HAVE BOSSES “PLANNING FOR SUCCESS”

Summary from the TLDR Marketing newsletter

Disney and ITV will begin cross-promoting each other's streaming content on July 16 through curated sections called “Taste of ITVX” and “Taste of Disney+.” Disney+ users will get access to ITV titles like Love Island and Spy Among Friends, while ITVX users will see shows like The Bear and Andor. The deal is based on complementary audiences, with Disney+ skewing under 34 and ITVX skewing over 45. Disney expects the partnership to boost sign-ups and engagement, and plans to pursue similar arrangements with other European broadcasters.