ITV has expanded its YouTube sales operation through a new advertising-focused partnership with Banijay Rights and Banijay UK, adding a wide range of British scripted and unscripted content to its portfolio.
Under the agreement, ITV’s YouTube sales team will represent advertising inventory around major Banijay titles including Would I Lie To You?, MasterChef, Peaky Blinders, SAS: Rogue Heroes, Location Location Location, and One Born Every Minute. The deal also covers selected third-party shows distributed by Banijay Rights, such as Mythbusters.
The partnership follows the studio’s deal with YouTube announced 14 months ago, which allowed full episodes of ITV-produced and commissioned programming to be streamed on the platform and led to the creation of a dedicated YouTube sales team.
According to ITV, views across its UK YouTube channels increased by 51% in 2025, while total advertising impressions grew by 35%. Banijay Rights has also seen significant growth on YouTube, generating 10 billion views last year from properties including Mr Bean and The Osbournes.
ITV says the agreement strengthens its position as a sales house in the YouTube ecosystem, focusing on premium content that meets broadcast-quality standards. Banijay, meanwhile, expects the partnership to further accelerate its digital momentum in the UK market.
