Back to today’s briefing

Story perspectives

Comcast’s Sky to Acquire ITV, Dominates 74% UK Ad Market

7/12/2026

35 6 Full Breakdown

Summary

Story summary

Sky, owned by Comcast, is buying ITV, putting two UK broadcasters under U.S. control.
ITV Studios stays listed while Sky CEO Dana Strong pledges £2.1 bn for 2028-2032 and forecasts £200 m savings by year three.
The merger would control 74% of TV ads, 30% of video ads and a 17.7% viewership, behind BBC (19.5%) and YouTube (18.6%).
Channel 4’s 5.79% share has sparked a review of a possible BBC streaming merger, risking jobs.

1 of 1

Story summary

Sky, owned by Comcast, is buying ITV, putting two UK broadcasters under U.S. control.
ITV Studios stays listed while Sky CEO Dana Strong pledges £2.1 bn for 2028-2032 and forecasts £200 m savings by year three.
The merger would control 74% of TV ads, 30% of video ads and a 17.7% viewership, behind BBC (19.5%) and YouTube (18.6%).
Channel 4’s 5.79% share has sparked a review of a possible BBC streaming merger, risking jobs.