RTL Touts YouTube Partnership: ‘Cobra 11’ Drives 26% Subscriber Growth and New Revenue Streams

Leading German broadcaster RTL Deutschland unveiled its recent collaboration with YouTube at MIPCOM Cannes, revealing that its long-running action series ‘Cobra 11’ has thrived on the platform. On stage alongside Pedro Pina, YouTube’s VP for EMEA, and Stefan Schmitter, Managing Director of RTL Deutschland, said the broadcaster has uploaded more than 200 full episodes of the series to YouTube.

Leading German broadcaster RTL Deutschland revealed its recent partnership with YouTube at Mipcom Cannes, revealing that its long-running action series "Cobra 11" has been advanced to the platform.

The broadcaster uploaded more than 200 full episodes of the series to YouTube a year ago and managed to get 30 million views - a huge feat for a show that has been on air since 1996 and has already been sold to more than 12 countries, said RTL Deutschland chief executive Stefan Schmitter, on stage alongside YouTube VP EMEA Pedro Pina. Related Stories Record Store Day 2026 Black Friday lineup unveiled: Noah Kahan, Katseye, Sombr, Springsteen, Wicked, KPop Demon Hunters and 180 more exclusives

RTL is the latest broadcaster to partner with YouTube, following Channel 4 and the BBC in the UK, and Tv France in France. Popular in Variety

While linear broadcasters, like broadcasters, continue to see YouTube as a major disruptor and challenger, a number of them have begun to work more closely with the platform to tap into a younger demographic and generate new ad revenue. YouTube's appeal is also enhanced by the fact that it is now consumed on television screens, making it a direct competitor to traditional media.

Schmitter noted that "Cobra 11" has little commercial value left for RTL after extensive linear and streaming reruns, but has found a new audience on YouTube, where 83 percent of its viewers are men, with an average age of 30. It also led to a 123% increase in first video views on RTL+ and a 26% increase in show-related subscriptions.

"Our theory was that today's young men also love big stunts, flying cars, big explosions and the German autobahn where there's no speed limit. That's the key. They discover or rediscover the show. And if they want new episodes, more flying cars and explosions, they have to go to RTL+," Schmitter said.

YouTube's participation in "Cobra 11" has also been profitable in terms of advertising. RTL Ad Alliance's advertising sales arm has been responsible for packaging inventory across the broadcaster's linear channels, RTL+, Sky and YouTube.

"Now we can go to advertisers, to our huge pool of advertisers, and give them a 360-degree proposition. And it really works, especially on the big screen, because it's just a switch away," the executive said.

"The mix makes sense for advertisers, and they're very interested in what we're doing with YouTube and how inventory is being shared," he said, pointing to revenues approaching "double-digit millions."

Earlier this year, France Télévisions struck a deal to provide YouTube with around 20,000 hours of content a year, including national and local news bulletins as well as leading current affairs and research magazines. Already paid. News broadcaster franceinfo reached 110 million YouTube views in September, eight times more than a year ago.

Pina argued that traditional broadcasters should stop looking at YouTube simply as a threat to their business.

"All in all, it's a self-reinforcing partnership that can only produce value," Pina said. But again, the value it generates is interesting and more important, feeding into IP that's already been successful and breathing new life into things that have already been successful. And that's very energizing." "And that's the pattern of creators. So back to your starting point, Evan, to think like a creator."

Like French television, RTL has made its news channel, NTV, available on the platform alongside shorter videos and content produced with digital creators.

As younger audiences increasingly turn to YouTube and TikTok for information, Schmitter said the move is especially important at a time of political polarization in Germany, with the rise of the far-right AfD party.

"I think it's important for us, as well as our role in the democratic system, to reach out to everyone," Schmitter said.

Pina echoed Schmitter's argument, noting the growing presence of legacy news organizations such as the BBC and France Télévisions on YouTube.

"The more traditional players rely on YouTube, the more voices are heard, and that's only good for democracy," Pina said.