YouTube and traditional TV are entering a new era of partnership. At MIPCOM 2026 in Cannes, YouTube executives shared plans to work more closely with established broadcasters.
The discussion took place on Monday, October 12. YouTube Vice President Pedro Pina joined RTL Deutschland CEO Stephan Schmitter to explore new opportunities in streaming, advertising and audience growth.
Moreover, both executives explained how digital platforms and television networks can benefit from working together.
YouTube Wants to Partner, Not Replace Traditional TV
For years, traditional broadcasters have viewed YouTube as a major competitor. The platform attracts millions of viewers and competes for advertising revenue.
However, YouTube now wants to change that perception.
During the MIPCOM panel, Pina described YouTube as a distribution partner. Unlike traditional studios, YouTube does not rely on producing its own programmes. Instead, creators, broadcasters and production companies provide its content.
Therefore, Pina encouraged television networks to see YouTube as an opportunity rather than a threat.
He also highlighted the benefits of cooperation. When broadcasters generate revenue through YouTube, both businesses can grow.
Pedro Pina Highlights YouTube’s New Strategy
Pedro Pina has become an important voice in YouTube’s relationship with the television industry.
Earlier this year, he addressed similar concerns at the Edinburgh TV Festival. During his lecture, he challenged the belief that YouTube alone caused traditional television’s struggles.
Now, at MIPCOM Cannes, Pina has continued that discussion.
He encouraged broadcasters to use YouTube to expand their reach. Additionally, he suggested exploring new business models and digital content strategies.
The platform can help television companies reach younger audiences. Many of these viewers no longer watch conventional television regularly.
As a result, broadcasters can introduce their programmes to new audiences and strengthen their digital presence.
RTL Deutschland Reports Strong Streaming Growth
German broadcaster RTL Deutschland shared encouraging results from its YouTube strategy.
CEO Stephan Schmitter explained how the company uses YouTube to attract subscribers to RTL+.
Instead of keeping all its content exclusive, RTL shares selected material on YouTube. This approach helps viewers discover programmes before visiting its streaming platform.
According to RTL, the strategy delivered impressive results.
The broadcaster reported a 123% increase in first-time video views on RTL+ linked to its YouTube activity. Additionally, subscriptions associated with the initiative increased by approximately 26%.
These figures suggest that YouTube can help broadcasters turn casual viewers into paying customers.
However, similar results are not guaranteed for every television company.
YouTube Helps Broadcasters Find New Audiences
Audience discovery has become a major challenge for traditional television.
Today, viewers can choose between streaming services, social media, podcasts and online videos. Consequently, broadcasters must work harder to attract attention.
YouTube offers one possible solution.
Television networks can upload interviews, trailers, programme highlights and behind-the-scenes videos. These clips can introduce audiences to shows they might otherwise miss.
Furthermore, broadcasters can direct interested viewers to their subscription platforms.
This strategy allows YouTube to support content discovery. Meanwhile, television companies can continue growing their own streaming businesses.
YouTube’s Revenue-Sharing Model Creates Opportunities
Advertising revenue remains an important part of YouTube’s business model.
During the MIPCOM discussion, Pina highlighted the platform’s revenue-sharing system.
YouTube shares more than half of eligible advertising revenue with participating partners. Therefore, broadcasters can potentially earn money while reaching wider audiences.
However, successful monetisation depends on several factors.
These include viewer demand, advertising conditions, content rights and programming choices.
As a result, television companies need clear digital strategies. Simply uploading programmes does not guarantee strong revenue.
YouTube Encourages Broadcasters to Experiment
Another important topic at MIPCOM 2026 was experimentation.
Pina encouraged television networks to test new formats without making major investments.
For example, broadcasters can release shorter videos, exclusive previews or fresh digital content. They can then study audience reactions and adjust their approach.
If a format performs poorly, companies can quickly change direction.
Moreover, YouTube provides audience data that can help broadcasters understand viewer preferences.
This flexibility is valuable for traditional networks. Many still depend on fixed schedules and expensive production models.
Therefore, testing content online can help companies make better programming decisions.
RTL Explores Live Football Streaming on YouTube
Sports could become another major opportunity for YouTube and traditional TV partnerships.
During the panel, Schmitter discussed an idea involving live football coverage.
RTL could broadcast the first five to ten minutes of a match exclusively on YouTube. Viewers would then need to switch to RTL+ to watch the remaining action.
The approach could introduce football fans to RTL’s streaming platform.
Additionally, it could encourage viewers to purchase subscriptions for premium sports coverage.
However, Schmitter presented the concept as a possible experiment rather than a confirmed broadcasting plan.
Nevertheless, the idea shows how broadcasters could use free online content to promote paid entertainment.
What This Means for the Future of Television
The growing relationship between YouTube and traditional broadcasters reflects major changes in entertainment.
Audiences now move between television screens, smartphones and streaming applications.
Therefore, media companies must adapt to changing viewing habits.
YouTube offers global reach, digital advertising opportunities and audience insights. Meanwhile, traditional broadcasters bring established brands, professional production experience and valuable programming.
Together, these strengths could create new business opportunities.
However, broadcasters must balance free content with premium subscriptions. They also need to protect their programming rights and maintain direct relationships with viewers.
Ultimately, successful partnerships will depend on how effectively both sides manage these challenges.
YouTube and Traditional TV Enter a New Era
YouTube’s message at MIPCOM 2026 signals an important shift in its relationship with established broadcasters.
Pedro Pina and Stephan Schmitter presented cooperation as a practical response to changing audience behaviour.
Meanwhile, RTL’s reported streaming growth suggests that digital partnerships can deliver measurable benefits.
Although competition will continue, collaboration could become increasingly important.
For now, YouTube wants television companies to see the platform as a business partner rather than simply a rival.
Can YouTube and traditional television build a stronger entertainment industry together? Share your thoughts and follow us for more streaming and entertainment news.
About the author
Neha Nikharge is Assistant Editor at Awesome TV and a writer for AWSM Times. Neha covers Bollywood, OTT releases, celebrity interviews and pop culture for South Asian audiences in the US and around the world, and has written more than 4,500 stories for Awesome TV. Story tips and corrections: hello@awesometv.com.
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