Broadcasters Have Shifted Strategies Toward YouTube
Studios and networks are increasingly leveraging YouTube to reach younger audiences and build global fanbases.
Updated on Sept. 29, 2026 in Television
Live Poll
Should traditional broadcasters prioritize posting their content on YouTube to reach modern audiences?
At the Iberseries & Platino Industria event, industry leaders highlighted how traditional media entities have pivoted to YouTube to capture younger viewers. Broadcasters and studios are now utilizing the platform to monetize content and grow audiences as consumption habits move away from linear formats.
Why it matters
Media companies are adapting to a changing digital landscape where younger demographics primarily consume content on YouTube. By moving beyond traditional television, studios and broadcasters aim to secure long-term sustainability through increased audience engagement and broader digital reach.
Minerva Pictures currently hosts approximately 7,000 movies on YouTube across more than 25 languages. The studio has produced 15 independent films and set a production goal of 150 movies annually.
The players
Pedro Pina
He is a YouTube executive who presented data on the platform's influence on the global creative industry.
Minerva Pictures
This Italian film company operates over 180 YouTube channels and manages thousands of movies for digital distribution.
RTP
This is the Portuguese public service broadcaster that recently began airing live sports on YouTube.
3Cat
This Catalan media entity has successfully pivoted its content strategy to prioritize digital audience growth.
The details
Broadcasters like RTP are now integrating live sports, such as football, directly into their YouTube strategy to maintain viewership. Meanwhile, platforms like 3Cat have successfully integrated into the digital ecosystem, ranking as the third most popular platform in Catalonia behind Netflix and Prime Video.
Timeline
September 29, 2026: Pedro Pina presented industry findings at Iberseries & Platino Industria.
Last week: RTP launched live football broadcasts on YouTube.
3 years ago: 3Cat began a digital transformation to adapt to changing audience consumption.
15 years ago: Minerva Pictures began working on the YouTube platform.
Industry Dynamics
The shift toward YouTube represents a broader movement away from legacy linear broadcasting models in favor of on-demand digital engagement. Studios are increasingly treating YouTube as a primary distribution hub rather than an auxiliary marketing tool, following the pattern set by the transition of 3Cat to digital-first audience consumption.
Viewers can expect to find more high-quality content and live events from traditional broadcasters appearing directly on their YouTube feeds. This shift allows audiences to access movies, clips, and live sports without requiring specialized cable subscriptions or separate network apps.
The takeaway
The media industry is no longer viewing digital platforms as experimental, but as essential pillars of content distribution. Audiences should anticipate a more seamless experience as broadcasters prioritize the platforms where their viewers are already spending the most time.
Further reading
Learn more about the evolving landscape of global media distribution on our Television section.
Live Poll
Should traditional broadcasters prioritize posting their content on YouTube to reach modern audiences?
