Why YouTube Finally Came to MIPCOM?
6 sessions decoded with actionable takeaways for media professionals
Hey streamers, today let’s talk about YouTube at MIPCOM25👇
YouTube turned 20 this year 🎂
And yes, it took them 20 years to come (officially) to MIPCOM Cannes, the world’s biggest TV and streaming content market.
But they didn’t show up with a big flashy stand or a beach party setup. They came in a smarter way:
With a big team hosting multiple workshops.
And with partners who know them well: agencies, distributors and of course… creators.
Their objective wasn’t to buy content.
It was to show that YouTube can be a real partner for premium content owners.
In today’s edition, I share 6 key MIPCOM sessions where YouTube played a role, what they said, and why it matters for media professionals👇
Read on to learn about:
YouTube at MIPCOM: 6 sessions that show how they partner with premium content owners.
So What? what this means for the media industry and what to do next.
YouTube at MIPCOM: 6 sessions that show how they partner with premium content owners
I joined 6 sessions at MIPCOM that all had one thing in common: YouTube and creators.
Here’s a quick summary of what I learned 👇
1️⃣ Studios, Broadcasters & YouTube: The Changing Video Landscape and How Best to Work with Streaming Platforms
Evan Shapiro, Pedro Pina, and Jasmine Dawson showed how the media world is shifting from a push to a pull model, where audiences, not commissioners, are the real buyers.
The BBC success with YouTube creator ecosystem proves that fandoms can support, not fragment, traditional media. This collaboration highlights a new mindset: hire creators, experiment constantly, and use data as a creative feedback.
💡 My takeaway for media professionals: stop chasing reach and start building relationships. The future belongs to those who understand their audience deeply and create with them.
2️⃣ Boost Your Audience by Crafting Compelling Content on YouTube
Ecenur Doğan and Tarif Rahman (Little Dot Studios) explained how YouTube has become the new TV, with half of all TV watch time now spent on videos longer than 20 minutes, and why success today means building fandoms.
They showed that media companies should mix breadth (different formats like shorts, podcasts, and live streams) with depth (long-form videos and compilations to keep fans engaged) to reach more people. Case studies from Dr. Seuss and Gordon Ramsay proved that putting full episodes on YouTube doesn’t hurt TV or streaming, it helps both grow.
💡 My takeaway: program for the TV screen, use every format to build loyal fans, and let your audience pull the content they love.
Subscribe to The Lab to learn from 4 other sessions with Sam Vergauwen (YouTube), Bora Basman (YouTube), Ceyda Şıla Çetinkaya (Merzigo), Alexia Laroche-Joubert (Banijay), Justine Ryst (YouTube), Christian Bombrun (Webedia), Steve Crombie (Totem) and the creators Inoxtag, Sparkdise and Nil Ojeda.