Channel 4 and YouTube have struck a deal to put 1,000 hours of shows on the video sharing platform in a first-of-its-kind deal.
It was announced today, Wednesday May 11, Channel 4 has extended it’s strategic partnership with YouTube to make some Channel 4 programmes available and enable the channel to sell its own advertising around these shows.
Digital Transformation
The content will start rolling out from this month and represents a ‘major step in Channel 4’s digital transformation’ as it attempts to make strides against its five-year Future4 strategy. This strategy plans to accelerate digital growth, reach young audiences where they enjoy watching content, increase new revenue streams, and build strategic partnerships to compete more effectively.
According to the release 98% of YouTube users are aged between 18 and 34-years-old, each month and this is the audience ideal for Channel 4 to tap in to.
The partnership with YouTube promises will make 1000 hours of full Channel 4 and E4 episodes from new and popular series available to watch across Channel 4’s YouTube network by the end of 2022.
This comes after the controversy surrounding the Government privatisation plans for the company.
Alex Mahon, Chief Executive of Channel 4 says this partnership will ‘engage’ more viewers and ‘ensure’ the brand continues to grow.
Mahon said: ‘Innovative strategic partnerships are Channel 4’s speciality, and this new relationship with YouTube is another which will ensure we continue to keep growing our reach with young audiences and build on our unrivalled digital success.
‘Together with YouTube we have created a powerful consumer channel full of our brilliant Channel 4 content. This will engage even more viewers through the enhanced reach and digital scale of YouTube, combined with the dynamism of the Channel 4 brand.’
Shows coming to YouTube
Just some of the Channel 4 shows to be published on YouTube include: 8 Out Of 10 Cats; SAS: Who Dares Wins; Nikki Grahame: Who Is She?; Unapologetic; Location, Location, Location; Gemma Collins: Self-Harm and Me; Davina McCall’s Language of Love; Kathy Burke: Money Talks; The Dog House; and Devon & Cornwall.
Although, some selected programmes will only be made available to watch on YouTube 30 days after first being broadcast on Channel 4 and E4, as part of a wider syndication strategy.
Channel 4 hopes the partnership will enable the company to ‘generate new revenues and support the broadcaster’s ambition to scale the Channel 4 brand on the platform’.
A dedicated YouTube team within Channel 4’s commercial arm 4Sales, will also be created to enable Channel 4 to directly sell advertising around its content on the platform.