ITV, a prominent UK commercial network, is making significant moves in the digital space. With a deal in place with YouTube, a wide range of its popular shows like Love Island, I’m a Celebrity.. Get Me Out of Here, The Masked Singer, and Vera are about to become available on the platform. This move showcases ITV's commitment to reaching a wider audience and maximizing viewing opportunities.

ITV's YouTube Journey: Expanding Viewership

Scripted and Entertainment on YouTube

The deal encompasses not only reality shows but also scripted and entertainment genres. ITV News and ITV Sport channels are being developed, along with specific show channels. This diverse range of content ensures that there is something for every viewer. For instance, ITV News provides timely and accurate information, while ITV Sport brings the excitement of various sports events right to the viewers' screens. The creation and development of fan content specifically tailored for YouTube add an extra layer of engagement, allowing fans to connect with their favorite shows in a new way.

YouTube Sales Team and New Role

To support this push, ITV has hired Channel 4 Senior Lead Streaming & Social Sales Abul Noor as its Head of YouTube Sales. This newly-created role gives Noor the responsibility of leading a team that will sell the full range of advertising opportunities around ITV and ITV Studios channels on YouTube. Whether it's content made by ITV Studios or commissioned by the network, this team will ensure that advertisers have access to a diverse and engaging platform. Zoo 55, ITV Studios' new digital content label, will manage the ITV and ITV Studios YouTube presence, ensuring a seamless and unified experience for viewers and advertisers alike.

ITV's Strategic Approach

ITV content boss Kevin Lygo emphasizes that this move is part of their continuing strategic approach. Two years after the launch of streamer ITVX, which has seen a 35% growth in viewing since rollout, this deal further enhances their reach. It allows them to tap into the growing popularity of YouTube and reach audiences that may not have been exposed to their shows before. Alison Lomax, Managing Director of YouTube UK & Ireland, also highlights ITV's significance as one of the UK's most beloved TV broadcasters, with a hugely diverse range of content. From I’m A Celebrity to Bullseye, ITV's shows have a wide appeal.