ITV PLC (LSE:ITV) shares rose after the broadcaster announced a new partnership with Disney that will see the pair swap content.
Disney+ viewers will soon be able to watch a selection of ITV favourites under a dedicated section titled “A Taste of ITVX”.
In return, ITVX users will gain access to a rotating line-up of Disney+ series, starting with The Bear and Only Murders in the Building, offered for free in a branded collection.
The agreement is designed to attract new viewers as both services compete in a packed streaming landscape. Each company will handle advertising sales for the content featured on its own platform.
Kevin Lygo, managing director of media and entertainment at ITV, said: “Disney are fantastic partners with a brilliant breadth of content.
"This mutually beneficial alliance allows us to show our complementary audiences a specially selected collection of titles, regularly updating, that gives a flavour of the range in our respective offerings.
"For us, this deal means even more great content for viewers on ITVX, and even more opportunity for viewers to find and enjoy our distinctive titles and services.”
ITV shares were 1.5% higher at 8.55p.