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Polish broadcaster Telewizja Polsat has entered into a strategic partnership with YouTube to expand the availability of its television programming on the video platform. The agreement will give audiences access to tens of thousands of hours of content from Polsat’s library while introducing new advertising opportunities for brands seeking to reach digital viewers.
The collaboration marks a significant development in Poland’s media landscape, bringing together one of the country’s leading commercial broadcasters and Google’s global video platform. By extending its programming to YouTube, Polsat aims to strengthen its digital presence and reach audiences increasingly consuming entertainment outside traditional television services.
Under the agreement, selected programmes from Polsat’s extensive catalogue will be made available directly on YouTube. The broadcaster has already introduced popular Polish productions, including Świat według Kiepskich (The World According to the Kiepskis) and Rodzina zastępcza (The Foster Family), with further flagship titles expected to follow.
The offering also includes entertainment formats such as Dancing with the Stars, Our New Home and cabaret programming. Some productions, including Grzegorz Jankowski Kontra, are being developed specifically for YouTube, reflecting Polsat’s intention to create content suited to digital audiences rather than relying exclusively on its existing television catalogue.
Advertising monetisation represents another central element of the partnership. Polsat Media, the broadcaster’s advertising sales division, will begin selling video advertising directly alongside Polsat content distributed on YouTube. This will enable advertisers to extend campaigns associated with the broadcaster’s programmes onto the digital platform through a single commercial relationship.
The arrangement creates an additional revenue opportunity for Polsat while allowing advertisers to combine the broadcaster’s established programming brands with YouTube’s digital reach. Google’s own advertising teams will continue to manage advertising sales across the wider YouTube platform.
Piotr Żak, President of the Management Board of Polsat Plus Group and Telewizja Polsat, highlighted YouTube’s growing importance to the broadcaster’s audience strategy. According to Żak, Polsat’s YouTube channels have already generated more than one billion views in 2026, demonstrating the platform’s potential to reach viewers beyond conventional television distribution.
Dagmara Brzezińska, Country Director of Google Poland, described the collaboration as an example of how established broadcasters and digital platforms can work together. She emphasised YouTube’s ability to provide additional reach, distribution scale and monetisation tools while helping traditional media companies connect with younger generations of viewers.
The partnership also supports Polsat’s broader multiplatform distribution strategy. Rather than replacing its existing television channels or proprietary streaming service, Polsat Box Go, YouTube will operate as an additional distribution outlet, allowing the broadcaster to maximise the value of its content library across different viewing environments.
For YouTube, the agreement strengthens its position as a destination for professionally produced television entertainment in Poland. The addition of established broadcasting franchises could help attract viewers seeking familiar programming through an accessible digital platform.
The deal illustrates the growing convergence between traditional broadcasting and online video distribution. As media companies seek new ways to monetise their catalogues and maintain audience engagement, partnerships between broadcasters and global digital platforms are becoming an increasingly important component of content and advertising strategies.
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