ITV and YouTube have announced a distribution and commercial partnership.
The collaboration will see hundreds of hours of ITV programme content made available on the YouTube platform, as the broadcaster aims to maximise its reach. In addition to expanding viewing opportunities beyond its channel portfolio, ITV’s commercial team will sell its full range of advertising around ITV and ITV Studios on the platform, including content both made and commissioned by ITV, said the broadcaster.
Full episodes of its biggest shows across all genres will feature on YouTube, from sport to entertainment, documentary and reality programmes as well as daytime and news TV. Over the coming months. ITV will continue to curate and expand its content, aiming to provide audiences with the whole breadth of its output, it said.
ITV aims to create and develop compilations, clips and fan content across its most popular brands, tailoring content specifically for the YouTube audience to enable closer viewer engagement. It will also provide seasonal uploads and archive content.
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.”
YouTube’s managing director, UK and Ireland, Alison Lomax, added, “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. Through full episodes, clips, compilations and brand-new fan content, audiences will be able to forge even deeper connections with the shows they love.”
