ITV and YouTube Forge New Distribution and Commercial Partnership

 

 

 

ITV and YouTube have announced a groundbreaking partnership that will revolutionize how viewers access ITV’s content, expanding its digital presence and offering new advertising opportunities. Under the terms of the agreement, ITV will join YouTube's Partner Program, granting YouTube users access to hundreds of hours of ITV’s premium content, including shows from both ITV and ITV Studios.

This move marks a significant shift in ITV’s strategy to adapt to the rapidly changing media landscape, which has seen increasing consumption of content via digital platforms. By entering the YouTube Partner Program, ITV will not only extend its content library across YouTube’s global audience but also create fresh avenues for monetization through advertising. ITV’s commercial team will have the ability to sell a comprehensive range of advertising opportunities across ITV’s programming available on YouTube. This includes content produced by ITV Studios, as well as shows commissioned directly by ITV, providing brands with a unique opportunity to engage with a broader and more diverse viewership.

For YouTube, the collaboration with ITV further cements its position as a go-to platform for premium content. YouTube has long been known for user-generated videos and short-form content, but the addition of ITV’s high-caliber TV shows strengthens its appeal as a destination for longer-form, professionally produced content. This partnership not only enhances YouTube’s content library but also positions it as a competitive player in the realm of live TV and on-demand entertainment.

Kevin Lygo, Managing Director, ITV Media and Entertainment commented, “This partnership is part of our continuing strategic approach to maximise reach and viewing opportunities for audiences, wherever they choose to watch, alongside the successful and thriving ITVX, and our market leading commercial TV channels.”

Kelly Williams, Managing Director, ITV Commercial, said, “Working with YouTube provides our advertisers with even more ways to engage with audiences in premium brand-safe content from the nation’s best loved TV shows, with a wide selection of targeting options. ITV Commercial’s sales team will be selling the inventory around all our YouTube content, and working alongside ITV Studios and Zoo 55 we will be creating opportunities for clients across a wide span of genres and programmes beyond ITV’s commissioned long form content. I’m also delighted to welcome Abul Noor to our team to spearhead this important development in our digital commercial strategy.”

By partnering with YouTube, ITV aims to future-proof its content distribution model, ensuring its shows remain accessible and appealing to both existing viewers and new generations of digital natives. In addition to content distribution, this partnership will enhance ITV’s advertising capabilities. YouTube’s sophisticated advertising technology, combined with ITV’s high-quality content, offers advertisers a potent combination to maximize engagement and ROI.

This new collaboration is expected to evolve over time, with both companies exploring additional ways to leverage their combined resources to benefit viewers, advertisers, and content creators alike. With the growing demand for digital content and the increasing importance of cross-platform engagement, ITV and YouTube’s partnership will play a critical role in shaping the future of television and online media.