[Interview] Patrick Edlefsen: YouTube is Germany’s biggest TV channel

At DMEXCO 2025 in Cologne, Bas Vlugt spoke with Patrick Edlefsen, Managing Director DACH at Channel Factory. Since May, Edlefsen has been leading the region and shares his enthusiasm about the role and his market.

Strong Team Spirit at Channel Factory

Patrick Edlefsen describes his start at Channel Factory as a celebration: “It still feels like it’s my birthday, together with my team.” He emphasizes the strong sense of unity within the company and values the cooperation with clients across the DACH region: “Everyone is friendly and great to work with. Our clients in the market are fantastic.”

Brand Safety and Contextual Targeting on YouTube

Channel Factory is a certified YouTube Measurement Partner, specializing in contextual targeting and brand safety. “We make sure our clients always advertise in a safe environment,” Edlefsen explains. “No one wants their brand to appear in a context that doesn’t fit the media plan.”

By excluding irrelevant or inappropriate content, Channel Factory enables advertisers to fully focus on their campaign goals.

YouTube as a Dominant Viewing Environment

According to Patrick Edlefsen, YouTube is increasingly evolving into a full-fledged television channel. “The latest numbers I heard: around 21 million people in Germany watch YouTube at home on their TV,” says Edlefsen. In his view, this makes YouTube the country’s largest TV station.

Hamburg as Creative Base

Edlefsen is based in Hamburg, leading operations across the DACH region together with the Munich office. “We serve the entire market, from Berlin to Düsseldorf and Frankfurt. Still, I’m glad Hamburg is my home base – it’s truly a wonderful city,” he says.

Looking Ahead to 2026: Cautious Optimism

Looking forward to 2026, Patrick Edlefsen expresses hopeful expectations despite recent economic challenges. “I’m optimistic about market dynamics. The past few years have been tough, of course, but I see strong potential ahead.” At the same time, he remains realistic: “Not too optimistic, like a true German.”

www.channelfactory.com

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