Sky’s ITV swoop sparks fears that hit shows will go behind paywall

By the Editorial Team · Tuesday, July 7, 2026

Sky has agreed to purchase ITV’s media and entertainment business for £1.6 billion, acquiring major free-to-air channels and the streaming service ITVX while ITV Studios remains independent. This deal positions Sky to strengthen its streaming presence and free-to-air sports coverage but raises concerns about the future accessibility of ITV content after the current broadcasting licence expires in 2034 amid the planned phase-out of Freeview.

Sky has agreed to acquire ITV’s media and entertainment business for £1.6 billion, a move that raises questions about the future accessibility of some of the UK's most popular television programs. The deal, announced in July 2026, includes terrestrial channels ITV1, ITV2, ITV4, ITV Quiz, and the streaming service ITVX. It does not, however, cover ITV Studios, the production arm responsible for shows such as Coronation Street, I’m a Celebrity… and Love Island, which is set to remain independent following the sale.

Under current arrangements, ITV has committed to maintaining its public service broadcasting (PSB) obligations, including national and regional news, until 2034—the year its broadcasting licence is set to expire. Sky, owned by US media conglomerate Comcast, said it intends to honour these commitments during that period. The company’s chief executive, Dana Strong, stated there was no plan to place ITV content behind a paywall, emphasizing a continued focus on ITV’s “fan favourites” like Coronation Street.

However, the licence expiry date coincides with the UK government’s proposed switch-off of the Freeview digital terrestrial platform, aiming to transition viewers entirely to streaming services. This policy shift has raised concerns among critics and campaigners who fear it may compel audiences to subscribe to pay-TV providers such as Sky to access ITV channels after 2034. While Sky has not made guarantees beyond the current licence term, a company insider highlighted the commercial impracticality of moving a major free-to-air broadcaster entirely behind a paywall.

The acquisition also includes Sky gaining an indirect 20 percent stake in ITN, the independent news organisation that produces ITV’s news programmes such as Good Morning Britain and News at Ten, along with regional news outside of ITV’s own production. The deal is expected to foster closer collaboration between Sky and ITV, with the potential for Sky original content—like The Day of the Jackal and Saturday Night Live UK—to be broadcast on ITV’s channels, thereby broadening the reach of popular programmes.

Sky positions the transaction as a strategic step toward creating a “commercial streaming champion” to compete with global platforms, including Netflix, Amazon, and Disney. By incorporating ITV’s extensive audience base, Sky aims to strengthen its presence beyond its existing pay-TV and broadband customer base, targeting a wider viewer demographic. Additionally, viewers can expect an increase in free-to-air sports coverage, including English Football League matches, broadcast on ITV.

Despite the potential benefits, industry observers caution about the possible cost implications for consumers, particularly if Freeview is phased out. One insider noted that the decline in satellite subscriptions coupled with the mandatory move to streaming could pressure households to obtain broadband access and potentially pay for content previously available for free.

The proposed deal is anticipated to undergo regulatory review to assess its impact on competition and the UK broadcasting landscape. Sky’s expanded control over popular entertainment and news services could significantly reshape television consumption in the UK over the coming decade.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.