Sky, the pay-TV, broadband and mobile provider owned by US giant Comcast, is poised to acquire ITV's media and entertainment business — including its flagship streaming platform ITVX — in what the BBC describes as "one of the biggest takeovers in British media history." The announcement is expected imminently, according to BBC Business, which cited sources familiar with the talks that have been underway since last year.
What the deal covers
The transaction involves ITV's entire television and streaming channels — including ITVX, the free-to-air ITV1, and digital properties. It does not include ITV Studios, the production arm that owns more than 60 production companies in the UK and globally. Under the planned terms, ITV Studios will be spun off as a separate publicly listed company called ITV Studios PLC, still owned by existing ITV shareholders. Part of the agreement is expected to include a "supply deal" ensuring ITV Studios continues to produce flagship shows for ITV's new owner.
Viewer impact: free-to-air secured until 2034
Crucially, the takeover will not immediately move popular shows behind a paywall. Caroline Frost, TV and podcast editor at Radio Times, explained to the BBC that ITV is required by law to provide a free-to-air service until at least 2034 under its public service broadcasting licence. "Gradually, though, content which might debut on free/live-to-air ITV might end up on a subscription platform," Frost added.
In the short to medium term, big hits such as Coronation Street, Love Island, Emmerdale, and I'm a Celebrity will remain available on ITV and ITVX, and will still be produced by ITV Studios. Love Island, hosted by Maya Jama, generates ITV's largest 16–34 audience, according to the BBC.
Strategic rationale for Sky
For Sky, acquiring ITV's broadcast arm provides access to millions of viewers, scale, and prominence on a free-to-air platform. The BBC reports that Sky is believed to want to create a commercial streamer capable of competing with Netflix and Disney Plus in the UK. Longer-term synergies may include merging ITVX with Sky's own streaming services, such as NOW, to drive cost savings.
| Aspect | Details |
|---|---|
| Acquirer | Sky (owned by Comcast) |
| Target | ITV's media and entertainment business (TV channels + ITVX) |
| Not included | ITV Studios – will become separate public company |
| Regulatory obligation | Free-to-air licence until 2034 |
| Key shows | Coronation Street, Love Island, Emmerdale, I'm a Celebrity |
| Expected timing | Announcement imminent, talks ongoing since last year |
What remains independent
ITV Studios, which produces programmes for multiple broadcasters — including Line of Duty for the BBC, Rivals for Disney Plus, and Love Island USA (America's most streamed show) — will not be part of the deal. The BBC notes that ITV Studios has a global footprint, with production companies across Britain and international markets, including a facility in the Netherlands.
Industry and financial context
The BBC frames this as the creation of a "new British media company — albeit American owned." ITV, launched in 1955 as the UK's oldest commercial network, faces increasing competition from global streaming giants. For Sky, the deal consolidates its position in the UK market and gives it control over one of the country's most-watched free-to-air broadcasters.
Next steps
Market participants are awaiting the formal announcement, which the BBC says is "likely imminent." The deal will likely require regulatory approval from UK competition authorities, though the public service broadcasting licence already imposes certain conditions. The spin-off of ITV Studios PLC is also subject to completion of the transaction.
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