| TL;DR: Sky, owned by Comcast, has reportedly agreed terms to buy ITV's broadcast channels and the ITVX streamer for around £1.6bn. ITV Studios is not part of it, and nothing changes for viewers until regulators approve any deal. Last reviewed July 2026 |
| MEDIA : WHAT IT MEANS FOR VIEWERS |
Sky, owned by the US group Comcast, has reportedly agreed terms to buy ITV's broadcast channels and the ITVX streaming service for around £1.6bn. ITV Studios, which makes shows such as Coronation Street, is not part of the reported deal. Nothing changes for viewers yet: any sale would still need regulatory approval.
KEY FACTS
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What is reportedly being sold
According to multiple reports, Sky has agreed terms to buy ITV's broadcast channels and its ITVX streaming service for around £1.6bn, with a portion said to depend on how ITV's advertising income holds up. Sky is owned by Comcast, the US media and connectivity group.
The stated logic is scale: combining a large free-to-air broadcaster and streamer with a pay-TV operator to compete more directly with Netflix, Disney Plus, Amazon Prime Video and YouTube in the UK. Neither company has publicly confirmed the terms.
What stays the same for viewers, for now
The reported deal would not move ITV's main channels or ITVX behind a paywall. ITV holds a public service broadcasting licence that requires it to provide a free-to-air service, carry national and regional news, and commission a set proportion of UK-made programmes. Those obligations run to the end of 2034.
In the near term the familiar shows would still air on ITV and ITVX and would still be produced by ITV Studios, which is not part of the sale.
What could change over time
Over a longer horizon, viewers could see ITVX and Sky's streaming service brought closer together, for example bundled or cross-promoted, and some content could move to subscription tiers. Sky programmes could also appear on ITV's free platforms as a shop window to attract subscribers.
These are possibilities raised around the reported deal rather than confirmed plans, and much would depend on the terms of any content supply agreement between the parties.
The regulatory gates
Any purchase would face a competition review by the Competition and Markets Authority and a media plurality and public service review by Ofcom, with the Culture Secretary holding the final decision. Rival broadcasters that depend on advertising are expected to raise competition concerns.
A specific question is news plurality: ITV holds a stake in ITN, which supplies news to other broadcasters, so regulators are likely to examine how much influence a combined Sky and ITV would have over UK news provision.
Comcast's wider restructure
The reported ITV move comes as Comcast has confirmed a separate plan to split itself in two, spinning off its media businesses, including Sky and NBCUniversal, into a standalone public company. Comcast said that separation is expected to complete in about a year.
For UK viewers the immediate effect of that corporate change is limited, but it signals how the group is reorganising around media and connectivity as separate priorities.
| Note: This is a developing story. The reported terms are not confirmed by ITV or Sky and any deal would remain subject to regulatory approval, so details may change. |
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| Disclaimer: Kael Tripton Ltd is an independent editorial publisher, ICO-registered (ZC135439). This is a news report on a developing story: the reported terms are not confirmed by the companies and any deal would remain subject to regulatory approval. Nothing here is investment advice. Details are correct as at the review date. |
Frequently asked questions
Is the Sky and ITV deal confirmed?
No. Reports say terms have been agreed, but neither company has formally confirmed it and any deal would still need regulatory approval.
Will ITV shows move behind a paywall?
Not immediately. ITV's public service licence requires a free-to-air service with news and UK-made content to the end of 2034. Some content could move to subscription platforms over time.
Is ITV Studios part of the sale?
No. The production arm behind Coronation Street, Emmerdale and I'm a Celebrity would continue as a separate company.
Who would have to approve the deal?
The Competition and Markets Authority and Ofcom would review it, with the final decision resting with the Culture Secretary.
| SOURCES |
