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13/05/2022

Channel 4 Extends Partnership With YouTube

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Channel 4 has extended its strategic partnership with YouTube to make hundreds of hours of programmes available on YouTube in the UK/Eire and enable Channel 4 to sell its own advertising around these shows, marking the first deal of its kind across the UK and Europe.

The new deal represents a major step in Channel 4's digital transformation as it continues to make significant strides against its five-year Future4 strategy to accelerate digital growth, reach young audiences where they enjoy watching content, increase new revenue streams, and build strategic partnerships to compete more effectively.

The partnership with YouTube, which is used by 98% of online 18-34-year-olds each month, 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 – with content starting to roll out from May.

Just some of the hit 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 – with selected programmes being made available to watch on YouTube 30 days after first being broadcast on Channel 4 and E4, as part of a wider syndication strategy.

Additionally, the partnership will enable Channel 4 to generate new revenues and support the broadcaster’s ambition to scale the Channel 4 brand on the platform. This includes the creation of a dedicated YouTube team within Channel 4's commercial arm 4Sales, to enable Channel 4 to directly sell advertising around its content on the platform.

www.channel4.com
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