ITV expands YouTube sales roster with new Banijay partnership 

The ITV YouTube/Banijay deal will include shows such as Peaky Blinders

ITV’s YouTube sales team has inked an ad-focused deal with Banijay Rights and Banijay UK to represent a roster of British scripted and unscripted shows.

Under the new deal, ITV’s YouTube sales team will sell advertising around Banijay shows such as Would I Lie To You?, MasterChef, Peaky Blinders, SAS: Rogue Heroes, Location Location Location and One Born Every Minute. In addition, ITV will handle some third-party shows, such as Mythbusters, that are distributed by Banijay Rights.

The announcement of the partnership comes 14 months after ITV’s commercial team struck a deal with YouTube to sell advertising around its produced and commissioned programming on the Google-owned platform.

According to ITV, the number of views on its YouTube channels in the UK grew by 51% in 2025, while the total ad impressions grew 35%. For its part, Banijay Rights has also grown a sizeable audience on YouTube, amassing 10 billion views last year for properties including Mr Bean and The Osbournes.

“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,” said Ben Allen, ITV’s director of commercial strategy and trading.

Shaun Keeble, VP of digital at Banijay Rights, added: “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.”