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British broadcaster ITV will make hundreds of hours of its programmes available on YouTube in the latest sign of the diminishing importance of traditional TV channels.
ITV said it wanted to “maximise reach and viewing opportunities” alongside its ITVX streaming service and TV channels, “ensuring ITV’s content is accessible to all audiences”.
It will be the first time that ITV has posted entire series on YouTube. The content will be similar to the types of shows that it previously offered exclusively on its streaming service, ITVX, or its regular TV channels.
ITV has previously uploaded clips and show promos, and occasionally the first episode of a new series, to YouTube to try to attract new viewers.
The channel will show full episodes of its biggest shows across all genres, including I’m A Celebrity and The Masked Singer. Separate YouTube channels will include ITV News and ITV Sport, while ITV Daytime will carry popular shows such as This Morning, Loose Women and Love Island.
It will also create and develop YouTube clips, compilations and fan content for its most popular programmes.
The partnership means a further shift away from its traditional TV platforms. Audiences are increasingly using YouTube on smart TV sets, as well as other social media and online platforms to watch their favourite programmes.
ITV launched its streaming service, ITVX, in late 2022. It accounts for about 14 per cent of viewing, according to analysts at Enders. However, in its last set of annual accounts, ITV said that the decline of traditional broadcast viewing was only just being offset by the rise in digital for the majority of the year.
Shares in ITV have risen 18 per cent in the past month in response to take over speculation — prompting analysts to question the value of its traditional TV business — although people close to the broadcaster say that no approach has been made.
ITV is following a similar strategy to that pursued by Channel 4, which recently said it trebled the number of full episode views by UK audiences in 2024, as it focuses more on new, younger audiences that only watch online.
Views of all types of Channel 4 content on YouTube were up 43 per cent year on year.
Both ITV and Channel 4 can sell advertising directly against their content on platforms such as YouTube, TikTok and Snap. Unlike traditional TV, advertisers can target social media campaigns depending on viewer demographics and device types.
Kevin Lygo, managing director of 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.”
