ITV and YouTube have partnered to bring ITV’s content to a broader audience on YouTube.
- This collaboration allows ITV to sell ads around its YouTube content, enhancing reach.
- Full episodes of popular ITV shows will now be accessible on YouTube.
- ITV will create YouTube-specific content as part of its strategy.
- A dedicated YouTube sales team is being established within ITV Commercial.
ITV has entered into a distribution and commercial partnership with YouTube, signaling a major step in maximizing its content reach. This agreement will see ITV joining YouTube’s partner program, offering its viewers hundreds of hours of new content on the platform.
This partnership permits ITV’s commercial team to sell advertising on its YouTube content, offering a broad array of ad options. It provides advertisers unique opportunities to engage with audiences through premium brand-safe content. Kevin Lygo, Managing Director of ITV Media and Entertainment, emphasized that this strategic move aims to increase reach and viewing opportunities.
The inclusion of complete episodes on YouTube encompasses popular shows such as ‘I’m A Celebrity’, ‘The Masked Singer’, and others, allowing fans to connect more deeply with the content they love. By bringing these shows to YouTube, ITV seeks to enhance the viewing experience by making its content available anytime and anywhere.
ITV is not merely uploading existing content but is also developing content tailored for YouTube audiences. This approach ensures that the content is engaging and suited to the platform’s unique style and viewer preferences.
In parallel with this partnership, ITV is establishing a dedicated YouTube sales team led by Abul Noor, who comes from Channel 4. This team is tasked with managing and expanding ITV’s advertising reach on YouTube, complementing the efforts of ITV Studios.
ITV’s collaboration with YouTube marks a significant strategic expansion in digital content distribution.
