ITV has announced a new partnership with Banijay Rights and Banijay UK, extending the scope of its YouTube sales operation and reinforcing its role as a sales house for premium content on the platform.
Under the agreement, ITV’s YouTube Sales team will represent a range of titles from Banijay Rights’ global distribution catalogue, alongside content produced by Banijay UK. The move expands ITV’s existing YouTube offering and enables advertisers to buy around a broader slate of broadcast-quality programming on YouTube.
The portfolio includes UK television brands such as Would I Lie To You?, MasterChef, Peaky Blinders, SAS: Rogue Heroes (pictured), Location Location Location, and One Born Every Minute, as well as third-party titles distributed by Banijay Rights, including Jimmy Carr’s stand-up content and Mythbusters.
The deal builds on ITV and YouTube’s strategic partnership announced in December 2024, which saw ITV’s commercial team take responsibility for selling advertising across a range of ITV content on the platform, including ITV Studios productions and ITV-commissioned programming. The Banijay agreement marks a further step in extending that model to selected third-party content.
ITV said its YouTube network has continued to scale, with UK views up 51% in 2025 and total ad impressions increasing 35% year on year. The partnership also complements Banijay Rights’ existing YouTube channel network, which generated more than 10 billion views globally last year across brands including Mr Bean and The Osbournes.
Ben Allen, director of commercial strategy and trading at ITV, said the partnership with Banijay “builds on ITV’s successful commercial growth on YouTube and paves the way for further development for ITV acting as a sales house in the YouTube space, partnering with select premium content which maintains broadcast quality and standards.”
Abul Noor, head of YouTube sales at ITV, added: “For advertisers, this new partnership means they can benefit from scaled access to highly curated, broadcast quality, brand-safe content from both ITV and Banijay and I’m excited to offer this to the range of quality brands that we work with.”
From Banijay’s perspective, the partnership forms part of its wider digital distribution and monetisation strategy. Shaun Keeble, VP Digital at Banijay Rights, said: “Our forward-facing approach to YouTube monetisation across our stand-out content and creators will only continue to expand with this new partnership with ITV. After a decade of growth, our YouTube footprint reached new heights in 2025, and this deal will continue to drive momentum in the UK this year.”
The agreement aligns with Banijay Entertainment’s broader YouTube initiatives, including its Creators Lab in France, the launch of creator-led football team FCF in the Netherlands, and the management of talent-driven YouTube channels for brands such as Mr Bean and Jimmy Carr.
