ITV is to make hundreds of hours of its programmes available to viewers on YouTube.
The UK broadcaster has agreed a new distribution and commercial deal which will see ITV join YouTube’s partner programme.
ITV’s commercial team will sell advertising opportunities around ITV content on YouTube, including programmes made in-house by ITV Studios and commissioned by ITV.
ITV said that the move is designed to maximise the reach and viewing opportunities for its shows across a range of viewing environments alongside all its TV channels and streaming platform ITVX.
ITV is the latest UK broadcaster to embrace YouTube as a platform as viewers increasingly migrate online. Channel 4 has been airing content such as Hollyoaks on YouTube since 2023.
ITV will make full episodes of shows available across all genres including I’m A Celebrity, The Masked Singer, YouBet!, An Audience With Kylie and its soaps. The broadcaster said it will grow the content available over the coming months.
Genre-based channels including ITV News and ITVSport will be developed alongside channels for ITVDaytime shows including This Morning and Loose Women and broader show-specific offerings such as Love Island or I’m A Celebrity.
In addition, ITV will create and develop clips, compilations and fan content around its most popular brands specially tailored for the YouTube audience.
ITV Studios’ new digital content label Zoo 55 will manage ITV and ITV Studios YouTube presence and ITV’s commercial team will be selling advertising around ITV Studios’ channels in the UK including The Graham Norton Show, Hells Kitchen, The Voice Global and natural history focused channel, Our World.
ITV is also launching 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.
Kevin Lygo, Managing Director, ITV Media and Entertainment, said: “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.
You are not signed in
Only registered users can comment on this article.
Disney kills $1bn OpenAI deal after Sora shut down
Disney has withdrawn its licensing agreement with OpenAI, following the AI company’s decision to drop its video generation tool Sora.
2026 Bafta TV nominations dominated by Netflix's Adolescence
The Netflix drama Adolescence has emerged as the frontrunner for the 2026 Bafta TV and Craft awards.
.JPG)
Adolescence picks up four RTS Programme Awards
At the RTS Programme Awards 2026, Netflix’s Adolescence won four awards – Limited Series, Single Drama, and Writer of Drama. Owen Cooper also won both the Breakthrough Award and Supporting Actor – Male categories.
Matt Brittin confirmed as next BBC Director-General
Former Google executive Matt Brittin has been confirmed as the next Director-General for the BBC.
Broadcasters call for tougher regulation of smart TVs and virtual assistants
Leading European broadcasters have called on the European Union to toughen regulation of smart TVs and virtual assistants powered by tech firms such as Google, Amazon, Apple, and Samsung.
.jpg)