Channel 4 extends partnership with YouTube, will sell its own ads around its YouTube content

David Murphy

Channel 4 has announced an extension of its strategic partnership with YouTube that will 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. 

Channel 4 said the new deal represents a major step in its 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 per cent of online 18-34-year-olds each month, will make 1,000 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 this month.

Some of the 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; and The Dog House, 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 it to directly sell advertising around its content on the platform.

“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,” said Channel 4 Chief Executive, Alex Mahon. “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.”