YouTube at the heart of the Club’s global engagement strategy
Paris Saint-Germain has made YouTube a cornerstone of its strategy to create and distribute content designed to grow, engage, and entertain an ever more global audience.
The platform serves as a major engagement driver. It extends the matchday experience, amplifies emotions, and strengthens the direct connection with supporters around the world.
The Club delivers a comprehensive multi-format offering, combining original series, long-form documentaries, immersive “inside” content, YouTube Shorts tailored to new consumption habits, exclusive live broadcasts to follow the latest Rouge & Bleu news up close, a dedicated Originals channel for podcasts, as well as content covering all of the Club’s disciplines: men’s and women’s football, handball, judo, and eSports.
This multi-format approach aligns with the standards of leading sports and entertainment brands: telling compelling stories, creating recurring touchpoints, and producing high emotional value content.
This strategy is brought to life through editorial formats that have become essential for the community. “No Comment” provides a weekly visual recap of the latest Rouge & Bleu news; match highlights allow fans around the world to relive key moments; press conferences, broadcast live and then made available on demand, extend the sporting narrative; matchday “Inside” features offer privileged behind-the-scenes access; and finally, “Made in Paris” shines a spotlight on the Club’s academy talents and the excellence of Parisian youth development.
A Global, engaged and intergenerational community
These 10 million subscribers reflect Paris Saint-Germain’s strong appeal to a young and international audience seeking authentic, immersive and accessible content.
With more than 272 million views last season, Paris Saint-Germain ranks among the most-watched clubs in the world and stands out as one of the most dynamic French brands on YouTube.
Some videos have become true viral phenomena, such as Presnel Kimpembe’s tackle against LOSC (the most-viewed Short in the channel’s history with 48 million views) and the “You Laugh, You Lose” video (the most-viewed video in the channel’s history with 38 million views).
A remake was also produced to celebrate the 10 million subscribers milestone and is available below :
The channel brings together a loyal and international community:
25% of viewers are under 24 this season (35% since the channel’s creation)
26% of viewers are French this season (29% since launch)
While France remains the leading country by number of subscribers, the momentum is clearly global. The Top 5 follower countries are France, Brazil, India, Indonesia and Egypt, while strategic markets such as Morocco, Brazil, India and the United States are actively contributing to this growth.
Content creators at the heart of YouTube culture
True to YouTube’s native culture, Paris Saint-Germain places content creators at the heart of its expansion strategy.
Through collaborations, crossover formats and unique encounters, the Club is fully embedded in the creator ecosystem, working with French and international talents such as:
Aminematue, PFut, Nourhene, Etoiles, Lisa Zimouche, L’Immigré Parisien
Céline Dept, Oussifooty, iShowSpeed, Tobi and Manny Brown, Jason The Ween, Pokimane
These collaborations enable the Club to reach new audiences, refresh its formats, and further embed the Paris Saint-Germain brand within the platform’s cultural codes.
