In a significant move that underscores the evolving dynamics of the global media landscape, Disney and the U.K. media giant ITV have announced a substantial extension of their strategic content-sharing alliance. This deepened collaboration will see two highly anticipated Hulu Original series, “The Twisted Tale of Amanda Knox” and “The Stolen Girl,” make their U.K. broadcast debut on ITV1 during coveted primetime slots, alongside their availability on ITV’s burgeoning streaming platform, ITVX. The titles will be prominently branded as “Disney+ presents a Hulu Original,” a testament to the synergistic approach both companies are adopting to maximize audience reach and engagement in a fiercely competitive market.
This partnership is more than just a simple content acquisition; it represents a sophisticated model of cross-platform promotion and audience expansion. For ITV, it means an infusion of premium, critically acclaimed drama into its linear schedule, bolstering its appeal to viewers who might increasingly be drawn to streaming services. For Disney, it provides an invaluable opportunity to introduce Hulu Originals – a brand known for its distinctive, often edgier, adult-oriented content – to a broader U.K. audience through ITV’s established reach, potentially driving new subscribers to Disney+ where the full Hulu library resides for international markets.
The first of these compelling new additions to grace U.K. screens will be the psychological drama “The Stolen Girl,” set to premiere on February 25. Produced by the acclaimed Quay Street Productions in collaboration with Brightstar, this series promises to be a gripping narrative that delves into the profound emotional turmoil of a family confronting every parent’s worst nightmare: the disappearance of their young daughter during a seemingly innocuous sleepover. The show initially debuted on Disney+ in April 2025, suggesting a carefully orchestrated release strategy that leverages different platforms and windows to capture diverse segments of the viewing public. The subject matter, exploring themes of loss, fear, and the resilience of the human spirit in the face of unimaginable adversity, is particularly potent and has historically resonated deeply with audiences, especially women, who often seek out emotionally resonant and thought-provoking narratives.
Following later in the year, “The Twisted Tale of Amanda Knox” is poised to reignite public fascination with one of the most sensational true crime sagas of the 21st century. This dramatization revisits the notorious case that captivated headlines on both sides of the Atlantic: the brutal murder of a young British exchange student in Italy, and the subsequent arrest and conviction, then acquittal, then re-conviction, then final acquittal of her American roommate, Amanda Knox. The case, marked by its intricate legal battles, intense media scrutiny, and deeply polarized public opinion, offers a fertile ground for a dramatic retelling. For a professional women-focused news and entertainment platform, a series like this offers not only high-stakes drama but also a lens through which to examine themes of justice, media ethics, international law, and the often-misunderstood experiences of young women thrust into the global spotlight. The enduring intrigue surrounding the Amanda Knox story ensures a significant built-in audience, eager to see this complex narrative explored anew.
The current agreement is not an isolated incident but rather the latest evolution in a progressively deepening relationship between Disney and ITV. Their collaborative journey began in 2023 with an initial licensing deal, which laid the groundwork for future cooperation. This early success then led to a significant expansion in 2025, transforming into a cross-promotional initiative that saw each streamer actively publicize the other’s offerings. Under distinctive banners such as “Taste of ITVX” and “Taste of Disney+,” viewers were afforded the unique opportunity to sample curated titles from the partner service directly on their preferred platform. This innovative approach allowed both companies to expose their content to new demographics without requiring a full subscription commitment, effectively acting as a powerful marketing funnel and demonstrating a shared vision for expanding viewership.
This strategic alliance with ITV is also part of a broader, more aggressive expansion strategy by Disney within the competitive U.K. market. In recent weeks, Disney has notably inked a multi-year deal with U.K. broadcasting behemoth Sky. This comprehensive agreement is set to significantly enhance Disney+’s presence and accessibility, as it will see the streaming service bundled with other popular platforms, including Netflix and HBO Max, in a value-driven package designed to offer substantial savings for Sky customers. Beyond streaming, the deal also includes the launch of a dedicated Disney+ Cinema linear channel on Sky’s Electronic Programme Guide (EPG). This dual-pronged approach – strengthening direct streaming offerings while also leveraging traditional broadcast platforms – highlights Disney’s commitment to meeting consumers wherever they are, whether they prefer curated streaming libraries or the familiar structure of linear television.
The executives involved in this latest agreement have articulated a clear vision for its impact. Karl Holmes, General Manager for Disney+ EMEA, expressed his enthusiasm, stating, “This marks an exciting next step in our collaboration with ITV. We’re thrilled that two of our most compelling original series will air on ITV’s powerful primetime platform, introducing millions more viewers to Hulu Originals on Disney+.” Holmes’s comments underscore Disney’s strategic intent: to leverage ITV’s extensive reach and established viewership to expand the brand recognition of Hulu Originals, thereby potentially funneling new subscribers to its own direct-to-consumer service. The emphasis on ITV’s “powerful primetime platform” acknowledges the continued importance of linear television in the U.K. market, even amidst the rise of streaming.
Echoing this sentiment, Kevin Lygo, ITV’s Managing Director for Media and Entertainment, conveyed his delight, remarking, “We are delighted to be deepening our relationship with Disney. Bringing these premium original series into our primetime linear schedule is fantastic for ITV audiences. This extension perfectly complements our existing relationship and showcases the strength of the content-sharing model we established last summer.” Lygo’s statement highlights the mutual benefits of the partnership for ITV. Access to “premium original series” directly addresses the challenge of securing high-quality, buzz-worthy content to attract and retain viewers. The “content-sharing model” not only provides new programming but also reinforces ITV’s position as a destination for top-tier entertainment, while simultaneously driving traffic to its own streaming service, ITVX, which benefits from the linear exposure.
The decision by both companies to deepen their ties reflects a growing trend in the global entertainment industry: collaboration over outright competition. As the “streaming wars” intensify, content providers and traditional broadcasters are finding common ground in mutually beneficial partnerships. For streamers like Disney, licensing content to linear broadcasters can serve multiple purposes: a supplementary revenue stream, a powerful marketing tool for their own platforms, and a way to reach demographics less inclined to subscribe to multiple services. For broadcasters like ITV, these deals provide access to expensive, high-quality content that would be costly to produce independently, while also offering a fresh appeal to their existing audience and a competitive edge against rival networks and streaming giants.
The success of “The Stolen Girl” and “The Twisted Tale of Amanda Knox” on ITV1 and ITVX will undoubtedly be closely watched by industry analysts. Their performance could further validate this hybrid content distribution model, potentially paving the way for more such strategic alliances across the industry. This extended partnership between Disney and ITV is not just about two new shows; it’s a forward-thinking maneuver in the chess game of modern media, designed to secure audience attention and market share in an increasingly fragmented entertainment landscape. It signals a future where content fluidity across platforms and strategic alliances will be key to captivating and retaining the discerning viewer.
