The Business of YouTube

A weekly strategic lens for senior leaders into how YouTube is reshaping the business of technology, sports, music, entertainment, and culture.

Welcome!
To your favourite newsletter, The Business of YouTube, brought to you by Paola Marinone and Bengü Atamer, founders of BuzzMyVideos and previously at YouTube and Google. We are bringing our exclusive insights from 20 years of experience leading strategy at YouTube and Google.

Why National Broadcasters Are Moving Their "Home Screen" to YouTube.

Ok, let’s move on to this week’s topic! And deep dive into why every broadcaster is calling YouTube 🙂 

Over the past 18 months, a cluster of public broadcasters, beginning with the BBC, followed by S4C in Wales, and most recently France Télévisions, have formalised partnerships with YouTube that go beyond simply uploading clips.

These are structured content arrangements: carriage-style deals that put broadcast-quality, often live or catch-up, programming directly onto YouTube's platform.

This is not a small thing. These are institutions with decades of rights portfolios, national mandates, and deeply entrenched distribution infrastructure.

BBC × YouTube (United Kingdom)

• The Deal: In early 2026, the BBC moved from simply posting "clips" to a YouTube-first strategy. They now commission bespoke programming specifically for the platform (like Deepwatch and new BBC Three-style factual formats).

S4C × YouTube (Wales)

• The Deal: S4C launched its "More Than a TV Channel" strategy in late 2025/early 2026. This includes launching dedicated YouTube news channels and commissioning YouTube-native comedies.

France Télévisions × YouTube (France)

• The Deal: This is a major "Streaming First" alliance. A key detail to add to your newsletter is that France TV Publicité (their in-house ad arm) now manages and sells its own ad inventory on YouTube, ensuring they don't lose high-margin revenue to a third party.

• Sports Focus: They are indeed utilizing YouTube to extend the "tail" of major events like Roland Garros and the Tour de France, using the platform for 24/7 "The Live Zone" chat-based streams and deep-dive highlights.

Wider Pattern (Who's Next?)

• The Momentum: Your "Watch Closely" list is spot-on. ARD/ZDF (Germany) and RAI (Italy) have been under immense pressure to justify their license fees by reaching younger/digital audiences.

1. The Core Motivations: Why Now?

• Audience "Gravity" & The CTV Revolution: Broadcasters are following the law of media physics: go where the mass is. While YouTube remains the "home screen" for Gen Z and Alpha, the most significant growth is now coming from mature audiences. This demographic is increasingly ditching linear schedules for YouTube on the Smart TV (CTV). For the 45+ demographic, YouTube has transitioned from a "mobile video app" to the primary "big screen" interface.

• The "Discovery" Problem: Even the best apps (iPlayer, France.tv) struggle with discovery compared to YouTube’s recommendation engine. Broadcasters are using YouTube to "algorithmically find" their next generation of viewers.

• Monetization Shift: In France, France TV Publicité now directly sells its own ad inventory on YouTube. This gives broadcasters the reach of a tech giant with the revenue control of a traditional sales house.

  💡 Insights: The "Big Screen" Shift

  

  • Living Room Dominance: YouTube is now the most-watched streaming service on TV screens (Nielsen data consistently puts it above Netflix in the US and UK).

  • Lean-Back Consumption: Mature audiences are bringing their linear habits to YouTube; watching long-form documentaries, full matches, and news cycles in high definition on 65-inch screens.

YouTube is the best distribution partner in history. It is also the most demanding landlord.

The deal wave happening right now will determine who owns the audience and who rents access to it.

The Business of YouTube - Job Board 📈

We have curated what is open and available in the market, and who is hiring!

Happy job hunting!

Europe

Audience & Platform Growth Digital Studio - Sony Pictures (London)

Head of Partnership Innovation - Chelsea Football Club (London)

Head of Social Media - Chelsea Football Club (London)

Head of Social Media - Spotlight Sports Group (London - Hybrid)

Social Media Lead - Syntesia (London)

Shooting Producer/ Editor - Aurora Media Worldwide

Creative Director at Jungle Creations (Maternity Cover - London)

NORTH AMERICA

Director of Socials, Manager, Social Media & Content Strategy and other positions - Do Good Crew (Los Angeles)

Social Media Lead - Syntesia (New York)

Manager, Channel Strategy - Kids & Family - The Orchard (Los Angeles)

Digital Director, Digital Manager, Digital Coordinator at TKO (WWE HQ, Stamford, CT)

Global Social Media at The IronMan Group (Louisville, CO or Tampa, FL)

If you have a senior YouTube/Video/Social Media/Content opening, and you want us to add it to our Job Board, please write to us at [email protected] or [email protected].

The Premier League Clubs’ YouTube Stats for APRIL 2026

You can download it here: https://buzzmyvideos.com/2026/05/06/april-2026-premier-league-youtube-performance-report/

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