Disney+ customers in the UK will be able to stream some of ITV’s shows, such as Mr Bates vs The Post Office, and thriller Spy Among Friends, while ITVX viewers will be able to watch the U.S. entertainment company’s FX’s The Bear and reality titles like The Kardashians.

Walt Disney (DIS) and the UK’s oldest commercial television network, ITV (ITV), announced on Thursday that both companies will carry each other’s streaming services on their platforms, Disney+ and ITVX, starting July 16, building on their existing partnership.

Disney shares edged 0.2% higher in premarket trading. Retail sentiment around the stock remained in ‘bearish’ territory as compared to a day ago, according to Stocktwits data.

The companies said a curated, and regularly refreshed selection of hit shows and movies will be available to viewers on both platforms. 

Disney and ITV have had a longstanding relationship, with ITV producing several Disney+ originals like Rivals, Renegade Nell, and Under the Bridge

The U.S. entertainment company and ITVX deal is aimed at garnering customers in a crowded UK streaming market dominated by players like Netflix (NFLX), Amazon’s (AMZN) Prime Video, and NOW TV.

In an environment where subscription fatigue is growing and rivals like Apple TV+ and Paramount+ are aggressively competing for market share, this collaboration blurs the line between free-to-air broadcasters and premium streamers, positioning both players to compete with each other.

Disney+ customers in the UK will be able to stream some of ITV’s shows such as Mr Bates vs The Post Office, thriller Spy Among Friends, selected series of the reality show Love Island, and Price of Perfection.

ITVX viewers will be introduced to a rotating rail of Disney+ shows, which will be updated regularly. The selection in the coming months includes the first seasons of FX’s The Bear, Lucasfilm’s Andor, and Only Murders in the Building, as well as selected series of reality titles such as The Kardashians.

It will also include family shows such as Lilo and Stitch: The Series and Phineas and Ferb.

Disney’s show would be made available to all ITVX viewers at no cost, and ad-free on ITVX Premium, the companies said.

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