YouTube’s Marc Heufelder: Moving to the front of the pack

Marc Heufelder, Country Manager, Product Partnerships DACH, YouTube, will be the keynote speaker in a session entitled “The Power of Collaboration: Partnering for Growth”. He will highlight how YouTube collaborates with broadcasters worldwide to reach new and existing audiences where they are and how this impacts distribution and audience size.  

Launched in February 2005 on a mission to give everyone a voice and show them the world, YouTube has gone on an interesting journey; major broadcasters may have started out thinking of it as their pesky younger sibling, a cheeky incumbent that would never catch up with them, but it’s proved them very wrong.  

“It is fair to say that in the early days of the digital transition, many traditional broadcasters and distributors viewed digital platforms with a degree of caution or saw them primarily as promotional repositories for short clips, rather than primary broadcasting destinations,” says Heufelder. “There was an industry-wide hesitation around how migrating premium content online might impact traditional pay-TV services or linear broadcasts.  

“However, we have always believed in the power of evolution and collaboration. Early strategies saw major broadcasters often treat digital channels as mere storage for broadcast archives, rather than platforms to be respected in their own right. Over time, we have worked closely with the industry to demonstrate that YouTube is not a competitor seeking to replace linear television, but a powerful digital-first canvas that operates in harmony with traditional broadcasting.”  

YouTube is now an established broadcast partner  

It’s true to say that the dynamic has now fundamentally shifted. Leading global broadcasters no longer view YouTube as a secondary 'clip show' repository. Instead, many now see it as a primary strategic destination and a hub for original commissioning and growth.   

This shift has occurred for several key reasons, says Heufelder. “First, consumption habits on connected TV have changed. Audiences are increasingly leaning towards going back to binge-watching long-form content in their living rooms. Some of our partners, such as the Global Cycling Network, have successfully met this need by packaging archive footage into themed, multi-hour 'super-compilations,' which generate the majority of their watch time on connected TV.  

“Second, with the power of premium long-form content, broadcasters have realised that full-length premium episodes drive massive engagement and watch time on YouTube.   

“Third, we see YouTube-first premium production now having a big impact. Our partner, Merzigo, for example, has proved that content created with premium TV discipline specifically for YouTube can generate better revenue margins than traditional television.”  

Founded in 2018 and now with offices in London, Los Angeles, and Istanbul, global distributor Merzigo was quick to recognise both the creative value of content and the commercial realities of digital ecosystems like YouTube. It focuses on monetising premium content on YouTube and other platforms and manages a network of over 5,000 digital channels in more than 30 languages, delivering more than 13 billion monthly views.  

A mutually beneficial ecosystem  

Nevertheless, Heufelder believes that traditional broadcasters need not feel threatened by digital platforms like YouTube. “Modern broadcasters increasingly view YouTube as an indispensable partner,” he adds. “When TV and YouTube work together, they build a highly collaborative, mutually beneficial ecosystem that amplifies traditional media. Our case studies show that YouTube functions as a powerful driver, not a cannibaliser, of traditional broadcasting.”  

YouTube is also committed to building highly customisable tools and commercial frameworks that put control back in broadcasters’ hands directly. Its partner sales programme, for example, lets broadcasters remain in control of their commercial relationships by offering programmes that use their in-house sales teams to pitch and sell advertising inventory on YouTube, alongside their traditional TV and digital offerings – BBC Studios and Channel 4 in the UK and Sky Italia in Italy are among those who have found this a successful approach. The YouTube Export and Global Localisation Programmes, which provide AI-powered localisation features, such as multi-language audio and auto-dubbing, allow broadcasters to more easily open new global markets. By facilitating creator collaborations, YouTube also connects traditional brands with native YouTube creators to make culturally relevant content for younger audiences.  

“We also provide cutting-edge live broadcast tech, which is particularly attractive for live sports partners,” says Heufelder. “We have pioneered innovative viewing experiences like YouTube Multiview, which enables fans to watch four matches at once, and live dynamic ad insertion, which mimics TV-style ad breaks at half-time to unlock highly profitable, tailored ad revenue.”   

YouTube opens up revenue streams for broadcasters  

Broadcasters who have been struggling financially in recent years as audiences desert them and fracture are now starting to see results from partnering with YouTube. It has unlocked much-needed new revenue streams for them, helped fuel their digital expansion and breathed new life into their legacy libraries, turning catalogue cost-centres into active revenue-drivers globally without costly production overheads. It helps them reach next-gen audiences, whom they had feared lost. “Partners can seamlessly connect with Gen Z and under-35 viewers, who typically shy away from traditional television,” states Heufelder.  

YouTube also benefits from building a closer relationship with its broadcast partners. It means that the platform substantially increases its premium, brand-safe content. Working with traditional broadcasters brings world-class production standards and highly coveted, brand-safe IP to the platform, something that advertisers are eager to support. It also helps move YouTube from the second screen to the main screen by fuelling living room binge-watching.  

“As connected TV viewing grows, premium broadcast content provides high-quality, long-form viewing experiences that keep platform engagement high,” says Heufelder. “It also helps us develop deep community engagement. Broadcaster formats build passionate, interactive fanbases that use comments, community polls, and livestreams, cultivating a lively community across the platform.”  

Having recently celebrated its 21st birthday, YouTube has come of age. It’s going from strength to strength by winning over traditional broadcast audiences and migrating its established next-generation audience to the main screen in the home.  

“We are focusing on growing the business for us and our partners, and we know that broadcasters regularly highlight YouTube’s unique position to offer a truly multi-format ecosystem that embraces both short and long-form content,” concludes Heufelder.   

To hear more from Heufelder, don’t miss the IBC2026 Conference session titled “The Power of Collaboration: Partnering for Growth” taking place on 11 September, 11:20 - 11:50, Conference Room 1.  

To learn more and register for the IBC2026 Conference, click here.