ITV And YouTube Announce New Partnership

ITV and YouTube have announced a new distribution and commercial partnership which will see ITV joining YouTube's partner programme enabling hundreds of hours of ITV programmes to be made available to viewers on the platform.

ITV's commercial team will 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.

Partnering with YouTube is part of ITV's strategy to deliver maximum choice to viewers, and to maximise reach and viewing opportunities by having a presence in a growing range of viewing environments alongside all of ITV’s content on ITVX and ITV’s leading channel portfolio, ensuring ITV’s content is accessible to all audiences wherever they choose to watch and enjoy it.

ITV will be showcasing the very best of ITV content on YouTube with full episodes of the biggest shows across all genres from Sport to Entertainment, Documentary and Reality to Daytime and News including 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. ITV will continue to curate and grow the content over the upcoming months for audiences to enjoy the whole breadth of ITV’s output.

Genre based channels including ITV News and ITV Sport will 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.

In addition ITV will be creating and developing clips, compilations and fan content around its most popular brands specially tailored for the YouTube audience to engage even more closely with the programmes they love, as well as seasonal uploads and delving into the ITV vaults for hidden gems.

The new partnership also enables ITV to sell the advertising around its produced and commissioned programming on the platform. ITV Studios’ new digital content label, tasked with maximising the value of ITV Studios IP, 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 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. Advertisers will be able to target their campaigns by various factors including programmes, genre, viewer demographic, and device-type.

www.itv.com