Global announces new premium video advertising capability on YouTube
Published: 20 May 2026
- Global to directly sell premium video advertising around its biggest content brands on YouTube including The News Agents, Up To Speed, LBC, Capital, and The Fellas Studios
- Global becomes the only UK media owner to offer advertisers audio, outdoor and premium video all in one place
- Fatima Dowlet joins Global from Channel 4 to lead new video sales team
Global, the Media & Entertainment group today (Tuesday, 19 May) announced that it will directly sell premium advertising across its rapidly expanding YouTube content network for the first time, creating new opportunities for brands to reach audiences watching its hit original podcast shows like The News Agents, My Therapist Ghosted Me and new F1 show Up To Speed, as well as viral video content from the UK’s best-loved radio brands like LBC and Capital
This marks a significant step in Global’s evolution as a cross-platform media partner. With the addition of premium video, Global is now the only UK media owner able to offer advertisers audio, outdoor and premium video all in one place.
Global joins a select group of UK media owners, including ITV, Channel 4 and Sky, with direct YouTube sales capability, reinforcing its position in the premium video market.
The move further cements Global Studios’ status as the UK’s No.1 home for podcast creators, adding direct video monetisation to Global’s industry-leading audio sales capability, best-in-class production, seamless hosting and distribution, and the unrivalled marketing power of Global’s radio, digital and outdoor network.
To support the next phase of growth, Global has also launched a dedicated Video Sales team led by Fatima Dowlet, who joins from Channel 4 as Director of Video Sales.
Simon Pitts, Group CEO at Global, said: “Global is now home to some of the biggest podcast shows on YouTube, from Global Originals like The News Agents, My Therapist Ghosted Me and Up To Speed, to fan favourites from The Fellas Studios, so selling our premium video inventory direct on YouTube was the natural next step.
We are now the only UK media owner where advertisers can access premium audio, video and outdoor at scale, all in one place. This move also cements Global Studios as a true one-stop-shop for podcast shows, where the best creators can access market-leading production and monetisation and connect their shows with the biggest audiences.”
Alison Lomax, Managing Director, YouTube UK said: “Global’s progressive strategy to invest deeply in YouTube creators and world-class studios is a testament to their forward-thinking approach to modern media. By building a rich, highly engaged content network, they have created a powerful ecosystem where talent and audiences thrive. We are thrilled to see them build on this further, transforming that creative investment into a robust monetization strategy that unlocks incredible premium video opportunities for UK advertisers.”
Mike Gordon, Chief Commercial Officer at Global, said: “Advertisers will now be able to access premium, targeted spot advertising within Global’s most popular shows and brands, as well as integrate YouTube inventory into broader multi-platform partnership campaigns. We can work with clients to extend campaigns into premium video, increasing reach, impact and effectiveness.”
Global now operates one of the UK’s leading YouTube content networks, which includes Global Original podcast shows such as The News Agents, Up To Speed and My Therapist Ghosted Me, next-generation production groups The Fellas Studios and The Overlap, as well as new video-first formats from the UK’s best-loved radio brands. The premium inventory available to advertisers will span Global’s entire YouTube content network, which has more than 16 million subscribers and 150 million monthly views.
The capability opens up premium, targeted video opportunities across Global’s YouTube content portfolio for advertisers, while also allowing YouTube inventory to be integrated into wider commercial partnerships. This creates greater flexibility for clients and agencies, and enables Global to increase the value and reach of campaigns.
The announcement also builds on a long-standing partnership between Global and YouTube. The two companies have worked together for many years, including streaming flagship live events such as Capital’s Summertime Ball and Jingle Bell Balls.
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About Global
Global is one of the world’s leading Media & Entertainment groups. With a huge weekly reach, it is the UK and Europe’s largest Radio & Outdoor company.
Global is home to respected, national, market-leading media brands including Capital, Heart, Classic FM, LBC, Global’s Newsroom, Smooth, Radio X, Capital XTRA and Gold Radio.
Global Player, the official app for all our brands, is at the core of Global’s content, allowing listeners to enjoy all of Global’s brand content, both audio and video, as well as award-winning podcasts, and expertly-curated playlists, in one place in app, web and smart speakers.
With an extensive and diverse portfolio, Global is also the leading Outdoor company in the UK & one of the largest in Europe with over 235,000 sites reaching 95% of the UK population.
Global Studios, which includes podcast shows like The News Agents, The Sports Agents, My Therapist Ghosted Me, Up To Speed, and the ‘Unmissables’ strand of narrative podcasts, as well as next generation digital media businesses like The Fellas Studios and The Overlap, is the ultimate one-stop-shop for podcast creators, with best-in-class video and audio facilities, seamless distribution across all major platforms, and the marketing power of Global’s radio, digital and outdoor network.
On-air, on Global Player and with our outdoor platforms combined, Global reaches 51 million individuals across the UK every week, including 29 million on the radio alone.
Global created and operates DAX, the market leader in digital audio advertising. Through its proprietary technology, DAX connects advertisers with an audience of more than 130 million people worldwide, inserting targeted advertising into music streaming services, connected radio listening and podcasts, and operates a pioneering platform in programmatic outdoor advertising.
The company headquarters is in London’s iconic Leicester Square. Ashley Tabor-King CBE is Founder & Executive President, Simon Pitts is Group CEO, Stephen Miron is Chair and James Rea is Chief Content Officer. Ashley Tabor-King created Global in 2007.
Source: RAJAR / Ipsos-MORI / RSMB Q1 2026
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