RTL Deutschland Boosts YouTube Partnership with ‘Cobra 11’, Driving 26% Subscription Rise

At Mipcom Cannes, RTL Deutschland announced a strategic partnership with YouTube that has already begun to reshape its audience reach and revenue model. The broadcaster revealed that it uploaded more than 200 full episodes of its long‑running action series *Cobra 11* to YouTube a year ago, generating 30 million views—a significant milestone for a show that has aired since 1996 and been sold to over 120 countries.

The partnership is part of a broader trend where linear broadcasters are collaborating with YouTube to tap younger demographics and create new advertising streams. RTL’s chief executive, Stephan Schmitter, highlighted that *Cobra 11* had limited commercial value on traditional platforms after extensive reruns, but the YouTube audience—83 % male, average age 30—has breathed new life into the series. This shift translated into a 123 % increase in first‑video views on RTL+ and a 26 % rise in subscriptions linked to the show.

YouTube’s role extends beyond viewership. RTL’s advertising arm, Ad Alliance, now packages inventory across linear channels, RTL+, Sky, and YouTube, offering advertisers a 360‑degree proposition. Schmitter noted that this integrated approach has already yielded “double‑digit millions” in additional revenue.

The partnership also includes RTL’s news channel NTV, which is available on YouTube alongside short‑form content and collaborations with digital creators. Schmitter emphasized the importance of reaching younger audiences amid Germany’s political polarization, stating that expanding into YouTube helps fulfill RTL’s democratic role.

Other broadcasters, such as France Télévisions, have followed a similar path, bringing thousands of hours of content to YouTube and reaping substantial viewership gains. The trend suggests that traditional media can coexist with, and even benefit from, the platform’s reach.

To verify the announcement, viewers can visit RTL’s official YouTube channel and check the *Cobra 11* playlist, which lists the 200+ episodes. Advertisers and creators interested in the partnership can refer to RTL’s Ad Alliance website for inventory details.

Key Takeaways

• RTL uploaded 200+ *Cobra 11* episodes to YouTube, earning 30 million views.
• YouTube audience: 83 % male, average age 30.
• 123 % rise in first‑video views on RTL+.
• 26 % increase in subscriptions linked to *Cobra 11*.
• RTL’s Ad Alliance now offers cross‑platform inventory.
• Partnership aligns with broader industry shift toward YouTube collaboration.