In a significant move to bolster its European content offerings, Disney+ has finalized a strategic content agreement with RAI, Italy's prominent public broadcaster. This partnership will bring a selection of popular Italian television programs to the streaming platform immediately following their initial broadcast, expanding the appeal of Disney+ to a wider audience within Italy.
This latest collaboration, formally announced on a Tuesday, mirrors a recent arrangement struck with RTVE in Spain. The Spanish deal marked a precedent, being the first instance of a European state broadcaster making its programming accessible on a streaming service just one day after its traditional linear airing. The Italian agreement with RAI is the second such deal within a week for Disney+, highlighting a clear and accelerating strategy to integrate local content into its global platform.
Key shows included in this new Italian partnership are the well-known talk show 'Belve,' hosted by Francesca Fagnani, and the game show 'The Floor – Ne rimarrà solo uno,' presented by Paola Perego and Gabriele Vagnato. Subscribers in Italy will be able to access these programs on Disney+ starting the day after their broadcast on RAI 2. This immediate availability aims to capture viewership from those who prefer on-demand streaming.
Furthermore, the agreement extends to a range of past RAI hits, which will be made available on Disney+. These include acclaimed series such as 'Braccialetti rossi,' 'Mina Settembre,' 'L’amica geniale,' 'Un passo dal cielo,' and 'Màkari,' alongside the popular docu-reality series 'Il Collegio.' These programs will be curated into a dedicated collection on the Italian Disney+ platform, scheduled for launch in the near future.
This initiative with RAI represents another step in Disney+'s broader strategy to forge alliances with major free-to-air broadcasters across Europe. Prior to this, Disney+ had secured similar content-sharing agreements with ITV in the U.K. (an arrangement recently expanded to include Hulu), ARD and ZDF in Germany, SIC in Portugal, and Atresmedia in Spain. These collaborations underscore Disney's commitment to offering a diverse content library that resonates with local preferences.
Disney executives have consistently emphasized the mutual benefits of these content-sharing arrangements. They note that established free-to-air channels continue to attract the largest viewerships and boast significant production budgets for their flagship shows. By partnering with these broadcasters, Disney+ can enrich its catalogue with high-quality local programming, complementing its existing global hits. Simultaneously, these partnerships provide European broadcasters with an avenue to connect with younger demographics who predominantly consume media through streaming services, thereby broadening their reach and relevance in an evolving media landscape.
Karl Holmes, General Manager for Disney+ EMEA, commented on the collaboration, stating that it would offer Italian subscribers an even richer array of beloved local shows. He praised RAI's profound connection with its audience and its extensive legacy of compelling storytelling, expressing pride in bringing such content to Disney+ viewers. Holmes further elaborated that this initiative builds upon over four decades of partnership between Disney and RAI in Italy, aligning with Disney's wider European strategy to empower free-to-air broadcasters in reaching broader audiences while providing Disney+ customers with an expanded selection of exceptional local entertainment and more convenient ways to enjoy their favorite programs.
