Episode
THE TRANSFORMATION OF ITV STUDIOS
- Podcast
- The Media Odyssey
- Published
- Mar 5, 2026
- Duration seconds
- 1852
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Summary
Archive content finds new life on YouTube while broadcast TV is officially "a blip in history." Welcome to The Media Odyssey Podcast live from MIP London! In this special live episode from MIP London, Evan Shapiro sits down with Martin Trickey, who runs Zoo 55, ITV Studios' digital distribution arm that launched just over a year ago. The conversation reveals how traditional broadcasters are finally waking up to the massive untapped value in their archives, how YouTube is television for older demographics as well as younger people, and why the broadcast era was just a temporary moment in human storytelling. Rather than defending the traditional TV model, Martin makes a compelling case for why broadcasters must radically transform or become irrelevant. The episode is a reality check on how quickly the media landscape is changing, with 55% of the British population now millennials and younger who never developed traditional broadcast habits. Success now requires mastering social video alongside streaming not instead of it. Key Takeaways: 1. Archive Content Unlocks New Value on YouTube ITV's Zoo 55 is finding massive value in archive content that was gathering dust on shelves. Old episodes of shows like Hell's Kitchen and River Monsters are discovering entirely new audiences on YouTube who never saw them during their original broadcast runs. This represents a significant new revenue stream from content that had no previous monetization path. 2. YouTube Audiences Span All Demographics, Not Just Young People The biggest demographic watching full episodes of Coronation Street on YouTube is 65+, and they're watching mostly on TV devices. Everybody is watching content on YouTube regardless of age. The assumption that it's only for younger audiences is false. Archive content att…