麻豆社

• Investment in fresh YouTube-first programming which showcases the best homegrown storytelling and news from across the 麻豆社
• Collaboration to highlight 麻豆社 moments that bring the UK together
• Launch of new 麻豆社 and YouTube creator skills and training programme to upskill and partner with creators and established TV producers at the 麻豆社鈥檚 hubs across the UK

麻豆社 Group and YouTube today announced a new strategic partnership, focused on investments in new programming, collaborating to showcase more 麻豆社 moments that bring the UK together on YouTube, and upskilling the next generation of future creators and producers from across the UK.

Partnering with YouTube is part of the 麻豆社鈥檚 value for all strategy, ensuring more 麻豆社 content is accessible to all audiences where they are, in addition to its hugely successful services such as 麻豆社 iPlayer and 麻豆社 Sounds, where the new programming will launch at the same time

The 麻豆社 will expand its YouTube activities, focusing on four areas:

• Build targeted communities for UK children and young adults 鈥� with the launch of new targeted channels including Deepwatch (w/t), featuring new and existing 麻豆社 documentaries and seven new children's channels including The Epic Facts channel featuring content from C麻豆社's Operation Ouch, Horrible Histories, Horrible Science and Deadly 60
• Promote key 麻豆社 programme brands 鈥� especially for those people that don鈥檛 come to the 麻豆社 often to ensure they get value from the 麻豆社
• Deliver trusted, high quality news 鈥� by providing news that cuts through the noise with new global channels, real-time live story streams and innovative story formats
• Drive commercial growth through global fandoms 鈥� through a deeper connection with fans and partnerships with brands, partners and creators

This new partnership builds on the 麻豆社鈥檚 strong digital performance and highly popular third-party channels. The approach is already delivering at scale, with 麻豆社 data showing there were 15 billion annual YouTube views of 麻豆社 Studio content, with watch time nearly doubling year on year and engagement continuing to grow across key global markets.

The partnership will see the 麻豆社 and YouTube support the government鈥檚 Creative Industries Sector Plan, building on the success of 麻豆社 Studio鈥檚 TalentWorks and 麻豆社 Creator Lab and YouTube鈥檚 Launchpad, Accelerators and Masterclass series, by investing in the next generation of creators across the length and breadth of the UK, upskilling and partnering with creators and established TV producers who want to create and commission digital-first content.

Led by the National Film and Television School (NFTS), 150 media professionals will be invited to develop their YouTube skills with a series of workshops and events. A specially curated training programme will be hosted online and at 麻豆社 hubs in Salford, Birmingham, Glasgow, Newcastle, Belfast and Cardiff 鈥� recognising the importance of creators to boost the UK economy and showcase the best homegrown talent.

Tim Davie, 麻豆社 Director-General says: 鈥淚t鈥檚 essential that everyone gets value from the 麻豆社, and this groundbreaking partnership will help us connect with audiences in new ways. We鈥檙e building from a strong start and this takes us to the next level, with bold homegrown content in formats audiences want on YouTube and an unprecedented training programme to upskill the next generation of YouTube creators from across the UK. Importantly, this partnership also allows new audiences different routes into 麻豆社 services like 麻豆社 iPlayer and Sounds.鈥�

Pedro Pina, VP EMEA YouTube, added: 鈥淲e are delighted to partner with the 麻豆社 to redefine the boundaries of digital storytelling. This partnership translates the 麻豆社鈥檚 world-class content for a digital-first audience, ensuring its cultural impact reaches a younger, more global audience. Beyond the content, our first-of-its-kind training programme represents a deep investment in the UK's creative pipeline designed to empower the next generation of British talent to lead the global creator economy. In doing so, we are not just telling the stories of today; we are building the stage for the storytellers of tomorrow.鈥�

IW

Follow for more