ITVX Emerges as UK’s Fastest-Growing Streaming Platform with Major Disney Partnership

ITVX’s Remarkable Growth and Strategic Partnerships

ITV’s streaming service ITVX is set to recoup its investment by the end of 2025, establishing itself as the UK’s fastest-growing streaming platform over the last two years. The platform has achieved significant growth in both digital viewing and revenues through its programmatic advertising platform, Planet V.

In a groundbreaking development, Disney and ITV announced a strategic content-sharing partnership in July 2025. The collaboration, marketed as ‘Taste of ITVX’ and ‘Taste of Disney+’, brings popular shows like Endeavour to Disney+ while ITVX receives content including Andor and Lilo & Stitch: The Series. The partnership has been praised by ITV’s leadership as a ‘mutually beneficial alliance’ that allows both platforms to showcase their content to complementary audiences.

Spring 2025 Content Expansion

ITVX’s spring lineup features an impressive array of content, including brand new dramas, reality shows, and live sporting events. Notable additions include Rose Ayling-Ellis starring in the six-part crime drama ‘Code of Silence’, Celebrity Big Brother, and the return of Malpractice for a second series. The platform has also acquired classic series such as Buffy the Vampire Slayer, Angel, and LOST.

Sports and Live Events Coverage

The platform continues to strengthen its position as the home of free-to-air sport, offering comprehensive coverage of major sporting events including England senior women’s team matches, FIFA 2026 World Cup Qualifiers for the England Senior Men’s team, The Emirates FA Cup, and the 2025 UEFA Nations League Final.

Financial Performance and Future Outlook

ITV has reported strong financial results, with Group EBITA up 11% in 2024, supported by record profits within ITV Studios. The success of ITVX has been attributed to its strategic growth investments and improved margins through an ongoing efficiency programme that continues to be viewer-led.