Disney+ is expanding its content offerings in Italy through a new agreement with RAI, the country’s national public broadcasting company. The deal, announced Tuesday, will bring a selection of popular RAI shows – both scripted and unscripted – to the streaming platform alongside Disney’s existing library of films and series. This move is part of a broader strategy by Disney+ to bolster its local content and appeal to European audiences, mirroring similar partnerships forged with broadcasters across the continent.
The collaboration aims to provide Disney+ subscribers in Italy with a more diverse range of entertainment options, blending globally recognized titles with locally produced favorites. For RAI, the agreement offers a wider distribution channel for its programming, reaching viewers beyond traditional television. This partnership comes as streaming services increasingly focus on local content to attract and retain subscribers in competitive markets. The deal underscores the evolving relationship between traditional broadcasters and streaming giants, often characterized by cooperation rather than outright competition.
The agreement encompasses a variety of RAI programs. Immediately following their broadcast on RAI 2, viewers will be able to stream talk show “Belve,” hosted by Francesca Fagnani and the game show “The Floor – Ne rimarrà solo uno,” presented by Paola Perego and Gabriele Vagnato. Beyond these current programs, Disney+ will also feature a curated collection of past RAI hits, including critically acclaimed series like “Braccialetti rossi,” “Mina Settembre,” “My Brilliant Friend,” “Un passo dal cielo,” and “Màkari.” The docu-reality series “Il Collegio,” which places teenagers in a 1960s-style boarding school setting, will also be available.
Expanding Local Content on Disney+
Disney+ already offers a selection of Italian originals, such as “The Lions of Sicily,” “The Ignorant Angels,” “This is not Hollywood” (Qui non è Hollywood), and “Boris 4.” The addition of these RAI titles builds upon that foundation, creating a more comprehensive library of Italian content for subscribers. The streaming service is actively seeking to differentiate itself by offering programming that resonates with local tastes and preferences. This strategy is particularly important in Europe, where cultural nuances and language barriers often necessitate a localized approach to content distribution.
The move is part of a wider trend across Europe. Disney+ has recently signed similar agreements with Atresmedia and RTVE in Spain, ITV in the UK, SIC in Portugal, and ARD and ZDF in Germany. These partnerships demonstrate a commitment to investing in and collaborating with European public broadcasters, recognizing their significant role in producing high-quality, culturally relevant content. The strategy allows Disney+ to tap into established production pipelines and benefit from the existing popularity of these shows.
A Long-Standing Relationship
According to Karl Holmes, general manager of Disney+ EMEA, this collaboration builds on “over 40 years of Disney and RAI working alongside each other in Italy.” He added that the initiative aligns with Disney+’s broader approach of partnering with free-to-air broadcasters across Europe, “helping them bring their stories to wider audiences while giving Disney+ customers more extraordinary local entertainment and more ways to enjoy the shows they love.”
The deal was finalized through RAI Com, RAI’s sales arm. RAI Com plays a crucial role in distributing RAI’s content internationally, and this partnership with Disney+ represents a significant expansion of its reach. The company’s ability to leverage its existing catalog and forge new distribution agreements is vital to its continued success in a rapidly evolving media landscape.
What Viewers Can Expect
Disney+ subscribers in Italy can anticipate a dedicated collection of RAI content becoming available on the platform in the coming weeks. Popular titles already available on Disney+, such as “Don Matteo,” “I Bastardi Di Pizzofalcone,” “Un Medico In Famiglia,” and “Doc – Nelle Tue Mani,” will be complemented by these new additions. The streaming service is expected to promote the new content heavily to its Italian subscriber base, highlighting the blend of international and local programming.
The timing of this announcement is strategic, coinciding with the peak season for television viewing in Italy. By offering a compelling mix of established hits and fresh content, Disney+ aims to attract new subscribers and solidify its position as a leading streaming provider in the country. The partnership with RAI is a key component of this strategy, leveraging the broadcaster’s strong brand recognition and loyal viewership.
The success of this collaboration will likely influence Disney+’s future content strategy in other European markets. If the Italian partnership proves fruitful, the company may seek to replicate the model in other countries, forging similar agreements with local broadcasters to expand its local content offerings and enhance its appeal to regional audiences. The evolving dynamics between streaming services and traditional broadcasters will continue to shape the future of entertainment consumption.
Disney+ will continue to update its content library with new RAI shows as they air, providing subscribers with a consistent stream of fresh Italian programming. Viewers can find more information about the available content and upcoming releases on the Disney+ website and through RAI’s official channels. The next scheduled update regarding new content additions is expected in early November.
What are your thoughts on this new partnership? Share your comments below and let us know what RAI shows you’re most excited to witness on Disney+!
