YouTube may be considered a threat to traditional broadcasters but it can also be a valuable distribution partner. Over the last year, for example, UK broadcasters have grown increasingly comfortable releasing full-length and extended content onto YouTube. Channel 4’s long-term partnership with YouTube, and ITV’s more recent deal – which allows it to sell ad space directly – have resulted in long-form content (20+ minutes) accounting for an increasing share of broadcasters’ YouTube output over the last two years.

The bulk of new long-form content is available via thematic mixed-IP channels, such as Channel 4’s @4Reality and @Channel4Entertainment. While these genre-specific channels have been a consistent fixture in Channel 4’s strategy there has been a clear shift towards increasing long-form content releases in general, with the broadcaster also debuting several new channels, such as @Channel4Pets, that focus exclusively on long-form videos. Full episodes of Reality titles Made in Chelsea and Married at First Sight UK have seen success on @4Reality with other Unscripted titles such as Gogglebox seeing success on @Channel4.

 ITV, meanwhile, has seen success with its single-IP-based channels, mostly offering short and medium-form content from popular formats such The Voice or Coronation Street. However, it recently launched thematic mixed-IP channels that have followed the lead of Channel 4 in offering full episode releases. Deal or No Deal, The Chase, Celebrity Big Brother and Love Island USA have all appeared in full on channels such as @itv-quiz, @itv-Reality and flagship channel @itv.

The BBC, the UK’s main public service broadcaster, has released full-length episodic content on specific channels such as @BBCComedyGreats and @TopGearClassic, but regulatory limits restrict access in the UK. Instead longer-form content is taking a different approach, led by its commercial arm, BBC Studios, releasing compilations of classic moments or recurring characters.

The main advantage for any traditional media company engaging with YouTube directly is demographic: As of Q1 2025, 85% of consumers between 18-24 (and 67% of all consumers) watch YouTube at least monthly. Given this, Channel 4 is leveraging new long-form content specifically designed for social platforms to engage Gen Z viewers via its dedicated social video-first YouTube channel @Channel4.0 and the 4Studio production arm that produces content for social platforms. This content is typically personality-led and influencer-driven, often taking the form of Reality show-style dating or social experiment programmes or challenges.

It seems to be working: Channel 4’s latest annual report claimed that total views of @Channel4.0 content on YouTube in 2024 reached 166m globally, up 85% from the prior year. And though Channel 4, in further efforts to extend reach to external platforms, recently announced it will be launching video programming on Spotify, YouTube remains the most important platform for the broader Channel 4.0 brand.

Amid the lively and ongoing industry debate about whether YouTube counts as TV, there remain many who fear its impact on the traditional media landscape. However, as the UK’s broadcasters are starting to see, a strong YouTube presence can engage the sizeable group of consumers who regularly use the social video service but who do not currently engage with linear TV or broadcaster owned and operated platforms. 

Ampere clients can read the full report on this topic here.