Companies hope that the agreement on sharing content will help them attract new subscribers in a market characterized by tough competition.
British TV company ITV will, among other things, show "The Bear" while American Disney viewers will get to take part in "Love island".
In an interview with Variety, Karl Holmes, head of Disney+ in Europe, the Middle East, and Africa, says that they have chosen content that usually appeals to adults. In this way, they get access to ITV's audience – which is older than Disney's – and vice versa.
Everything works thanks to our target groups complementing each other, says Holmes to Variety.
Approximately 70 to 100 hours of content from the different streaming services' libraries will be shared, according to Variety. The service will be launched on both platforms on July 16 and will not cost anything extra.
