ITV and YouTube have unveiled a new distribution and commercial partnership, with ITV joining YouTube’s partner programme to offer hundreds of hours of its programming on the platform.

The collaboration will feature full episodes of ITV’s most popular shows across various genres. Viewers can look forward to programmes such as I’m A Celebrity, The Masked Singer, An Audience With Kylie, and more.

Dedicated genre-based channels will also launch, covering areas like ITV News, ITV Sport, and daytime favourites including This Morning and Loose Women.

Beyond full episodes, ITV will produce clips, compilations, fan-focused content, seasonal uploads, and highlights from its archives, tailored for YouTube’s audience.

ITV’s commercial team will oversee ad sales for ITV and ITV Studios channels on YouTube. This will include advertising around ITV Studios-produced and ITV-commissioned content.

“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.”