RTL Deutschland has reported a significant boost in viewership and advertising revenue following a strategic partnership with YouTube that brought its long-running action series Cobra 11 to the platform. By uploading over 200 full episodes of the series—which originally premiered in 1996—to YouTube, the German broadcaster reached 30 million views in one year, according to Variety.
Reviving Back-Catalog Content
The move to host Cobra 11 on YouTube was designed to monetize content that had already exhausted its commercial value on linear and streaming television. Stephan Schmitter, chief executive of RTL Deutschland, stated that the series found a new audience on the platform, noting that 83% of these viewers are men with an average age of 30.
This digital strategy also created a funnel effect for the broadcaster’s own subscription service. RTL reported a 123% increase in first-video views for the series on RTL+ and a 26% rise in subscriptions directly linked to the show. Schmitter explained that the content—defined by high-octane stunts and car chases—serves as an entry point; viewers seeking new episodes are directed to the RTL+ platform.
Generating New Advertising Revenue
RTL’s advertising sales division, Ad Alliance, has integrated YouTube inventory into its broader portfolio, which includes linear channels and the RTL+ streaming service. This "360-degree proposition" allows advertisers to reach audiences across multiple screens.
According to Schmitter, the integration has been lucrative, contributing to a "double-digit millions" increase in revenue for the company this year. Pedro Pina, YouTube’s VP for EMEA, characterized the collaboration as a self-reinforcing model that allows traditional broadcasters to breathe new life into existing intellectual property while tapping into the creator-led economy.
Expanding Partnerships Among Broadcasters
RTL is part of a growing cohort of European broadcasters adopting YouTube to engage younger demographics and combat falling linear ratings. Similar moves have been made by France Télévisions, which recently uploaded approximately 20,000 hours of content to the platform. The French broadcaster’s news channel, franceinfo, recorded 110 million views in September, an eightfold increase compared to the previous year.
Beyond entertainment, RTL has made its news channel, NTV, available on YouTube. Schmitter emphasized that maintaining a presence on platforms frequented by younger audiences is a priority for the broadcaster’s role in the German democratic system, particularly amid rising political polarization.
Frequently Asked Questions
Why did RTL choose to put a 1996 series on YouTube?
RTL determined that Cobra 11 had little remaining commercial value on traditional television after years of reruns. By moving the series to YouTube, the broadcaster successfully targeted a younger demographic of men, which subsequently drove new subscriptions to the paid RTL+ streaming service.
How does the advertising model function across these platforms?
The broadcaster’s Ad Alliance arm packages advertising inventory across linear channels, RTL+ streaming, and YouTube. This allows advertisers to purchase a single, unified campaign that spans both traditional broadcast and digital video, which the company claims has significantly increased its annual revenue.
Are other European broadcasters following this strategy?
Yes, several major players have adopted similar models. France Télévisions, for instance, has moved 20,000 hours of content to YouTube, including news and investigative programming, resulting in a substantial increase in viewership for its franceinfo channel compared to the previous year.
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