Recently, ITV began uploading full episodes of shows on to YouTube. The broadcaster has now confirmed a new partnership that will see even more of ITV appear on the Google-owned video platform.
- ITV follows Channel 4 in expanding its programme library on YouTube.
- News, reality, entertainment and soap content to be uploaded.
ITV and YouTube have announced a new distribution and commercial partnership which will see ITV joining YouTube’s partner programme. This will, according to ITV, enable hundreds of hours of ITV programmes to be made available to viewers on YouTube.
The development isn’t a surprise, as eagle-eyed YouTubers noticed ITV had already begun uploading full episodes of shows including I’m A Celebrity. And some shows, like This Morning, have had a presence on YouTube for over 15 years.
The broadcaster says it will showcase on YouTube “full episodes of the biggest ITV shows” across all genres from Sport to Entertainment, Documentary and Reality to Daytime and News including I’m A Celebrity, The Masked Singer and An Audience With Kylie. Other shows going on YouTube include 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 YouTube channels
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.
Analysis: Go where the audiences are
In announcing a YouTube partnership, ITV follows in the footsteps of Channel 4, who has been building its presence on YouTube. Last summer, Channel 4 used YouTube to host multiple live streams of its Paralympics coverage.
The rationale is that broadcasters need to chase their target audience by uploading programmes on the streaming platforms already used by them. While this may suggest that broadcasters are admitting they can’t persuade everyone to visit their native streaming app, ITV is using YouTube to heavily promote ITVX.
Officially, ITV says that the new YouTube partnership is part of its “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.”
Going forward, 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.
ITV’s commercial team will sell the full range of advertising opportunities around ITV and ITV Studios channels on YouTube. This includes content made by ITV Studios and commissioned by ITV.
Corporate comment
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.”
Meanwhile, Alison Lomax, Managing Director, YouTube UK & Ireland, commented:
“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.”
By: Marc Thornham | Image: ITV’s YouTube channel