ITV YouTube Sales expands content offering with Banijay
February 3, 2026
ITV has announced a partnership with Banijay Rights, the global distribution arm of Banijay Entertainment, and its UK production group, Banijay UK, creating an expansion of ITV’s YouTube sales offering.
ITV YouTube Sales team will now represent titles from Banijay Rights, giving brands the opportunity to buy advertising around even more broadcast-quality content on YouTube.
This expanded portfolio includes popular Banijay UK-produced shows such as Would I Lie To You?, MasterChef, Peaky Blinders (pictured), SAS: Rogue Heroes, Location Location Location and One Born Every Minute, alongside third-party shows distributed by Banijay Rights, including Jimmy Carr’s stand-up and Mythbusters.
ITV and YouTube announced a strategic partnership in December 2024 which saw ITV’s commercial team selling the full range of advertising opportunities, including content both made by ITV Studios and commissioned by ITV.
This new announcement builds on ITV’s existing YouTube network which, in 2025, saw UK views grow by 51 per cent and total ad impressions grow 35 per cent year on year. The deal also complements Banijay Rights’ existing large-scale YouTube channel network, which last year amassed over 10 billion views for global brands including Mr Bean and The Osbournes.
Ben Allen, ITV Director of Commercial Strategy and Trading, said: “This partnership with Banijay both 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, commented: “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.”
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.”
Sarb Niijer, Chief Operating Officer, Banijay UK, added: “We are working hard to ensure that our content is available where the audience want to watch and YouTube is a major part of this strategy. This partnership with ITV Sales, who understand the power of premium content to brands regardless of the platform, is an important step.”