ITV and YouTube have signed a new distribution and commercial partnership, which will see the broadcaster join its partner programme.
This means that hundreds of hours of ITV programmes will now be available on the platform.
ITV’s commercial team will be able to sell the full range of advertising opportunities around ITV and ITV Studios channels on YouTube, including content both made by ITV Studios and commissioned by ITV.
“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,” said Kevin Lygo, Managing Director, ITV Media and Entertainment.
Full shows heading to YouTube include I’m A Celebrity, The Masked Singer, An Audience With Kylie. Olivia Marries Her Match, Ferne McCann: My Family & Me, Bullseye, You Bet! and the soaps.
Genre based channels including ITV News and ITV Sport will also be developed alongside channels for ITV Daytime shows including This Morning and Loose Women and broader show specific offerings such as Love Island or I’m A Celebrity.
ITV will also create content tailored for a YouTube audience.
“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,” added Kelly Williams, Managing Director, ITV Commercial.
“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.”
As a result of the partnership, it is setting up a dedicated YouTube sales team within ITV Commercial led by Abul Noor, who joins ITV from Channel 4 in a newly created role as Head of YouTube Sales.
“ITV is one of the UK’s most beloved TV broadcasters and is home to a hugely diverse range of content – from I’m A Celebrity to Bullseye. So we are thrilled to be strengthening our partnership, which will see hundreds of hours of programmes available on YouTube for the first time,” stated Alison Lomax, Managing Director, YouTube UK & Ireland.
“Through full episodes, clips, compilations and brand-new fan content, audiences will be able to forge even deeper connections with the shows they love.”
ITV follows Channel 4 into the YouTube space, having signed a partnership with the platform in 2022 and setting up a YouTube sales team.
