For millions of British viewers, the idea of having to pay a subscription to watch Coronation Street, Love Island or the Six Nations has long felt unthinkable. But when Sky announced a £1.6bn deal to buy ITV’s broadcasting arm in July 2026, that worry suddenly became very real. Here’s what the takeover actually means – and what it doesn’t.
The deal sees Sky – owned by US telecoms giant Comcast – buy ITV’s media and entertainment division, which includes the free-to-air ITV channels (ITV1, ITV2, ITV3, ITV4, ITVBe) and the ITVX streaming service. Sky will pay £1.2bn upfront, with a further potential £200m in 2028 depending on advertising revenues. Meanwhile, Comcast will sell its Love Productions business (maker of The Great British Bake Off) to ITV for £200m. The deal does not include ITV Studios, the production company behind shows like I’m a Celebrity… Get Me Out of Here! and Mr Bates vs the Post Office, which will remain a standalone company listed on the London Stock Exchange.
“Sky's £1.6bn takeover of ITV's broadcasting arm explained: what it means for your favourite shows and the future of free TV.”
ITV has been a cornerstone of British broadcasting since its launch in 1955 as the UK’s first commercial public service broadcaster. Over seven decades it has become synonymous with iconic soaps, reality hits and live sport like the Six Nations. But the rise of streaming giants such as Netflix, YouTube and Amazon Prime Video has transformed the market: ITV chief executive Dame Carolyn McCall noted that streaming hours in the UK have jumped from 240,000 five years ago to 800,000 today, not including YouTube. The deal is meant to create a “UK-focused national streaming champion” that can better compete with those global players.
For UK viewers, the most immediate question is whether favourite shows will end up behind a paywall. Sky chief executive Dana Strong has given a clear public commitment: “There is no plan or intention of putting those loved shows behind a paywall.” Popular programmes including Coronation Street, Emmerdale, Love Island and I’m a Celebrity will remain free to watch on ITV’s channels and ITVX at least until the broadcaster’s public service licence obligations expire in 2034. Strong added that Sky plans to put some of its own sports coverage on ITV for free, to “build audiences and fandom”. However, beyond 2034, the situation is less certain. Strong said Sky has a five-year deal for all content that consumers love and will start renegotiating closer to the time, noting that “it’s really hard to predict 10 years away”.
Q: Will I have to pay to watch Coronation Street or Love Island? No. Sky has said that all “fan-favourite” ITV shows will remain free to watch on ITV’s channels and ITVX. This commitment is in place until at least 2034, when ITV’s public service licence runs out. Beyond that, Sky will renegotiate content deals, but says it has no current plans to put the shows behind a paywall.
Q: What happens to ITVX? ITVX is part of the broadcasting arm being bought by Sky, so it will come under Sky’s ownership. But it will continue to offer free streaming of ITV’s channels and on-demand content. Sky has not announced any immediate changes to the service.
Q: Does this affect ITV News? ITV News is included in the sale. Dana Strong said Sky was “happy to support” both ITV News and Sky News, but added that “it’s a little hard to predict the future” as to how long that commitment would last. For now, no changes have been announced.
The deal is not yet final. It faces 12 to 18 months of regulatory scrutiny before it can be approved. If it goes through, it would mark the end of 70 years of ITV as an independent public service broadcaster. Sky has committed to spending at least £2.1bn between 2028 and 2032 on ITV Studios as part of a long-term partnership, safeguarding the future of popular programmes. ITV’s board expects to return £950m to shareholders. For viewers, the key date to watch is 2034 – the year ITV’s public service obligations end, and when the future of free-to-air favourites will be decided.