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.
Britain could switch off terrestrial TV in the 2030s, Sky discovers
Sky research has found that the UK is capable of fully moving to internet-delivered TV in the 2030s – if the UK Government sets a clear timetable and invests in targeted help for those most at risk of digital exclusion.
UK screen industry hits £13.3bn in 2025
The value of the UK screen industry increased by 5.4% to £13.3bn in 2025, with streaming more than compensating for the decline in traditional pay TV value, according to DEGI research. Cinema is also reportedly continuing to grow back to its pre-pandemic levels.
YouTube set to pass 30 billion videos in early 2026
YouTube has reached 29 billion videos as of December 2025, with growth driven by Shorts, AI-generated content, and expansion in markets such as India, according to new research from Omdia.
BBC appoints Rhodri Talfan Davies as Interim Director General
The BBC Board has confirmed that Rhodri Talfan Davies will act as Interim Director-General, after Director-General Tim Davie officially stands down on 2 April 2026. In doing so, the organisation has revealed that the process to appoint a new Director-General is underway.
Sky unveils plans for major redevelopment of Livingston campus
Sky has confirmed plans for a major investment in an expanded Scottish office in Livingston, having submitted a full planning application.
.jpg)
