ITV and YouTube have announced a distribution and commercial partnership. The collaboration will see ITV joining YouTube’s partner programme, making available hundreds of hours of ITV programmes on the video-sharing platform.

ITV will showcase its best content on YouTube, including full episodes of popular shows across a range genres. Viewers can expect to watch programmes such as I’m A Celebrity, The Masked Singer, An Audience With Kylie and more.

Genre-based channels: genres, including ITV News, ITV Sport, and ITV Daytime shows like This Morning and Loose Women.

In addition to full episodes, the channel will create clips, compilations, and fan content specially designed for the YouTube audience, as well as seasonal uploads and items from the ITV archives.

ITV’s commercial team will manage the sale of advertising around ITV and ITV Studios channels on YouTube. This includes content both produced by ITV Studios and commissioned by ITV.

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“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,” said Kevin Lygo, MD, ITV Media and Entertainment. 

Kelly Williams, MD of ITV Commercial, added: “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.”