Channel 4 has become the first UK broadcaster to strike a video programming deal with music platform Spotify.
Programming from Channel 4.0, its digital-first platform, is being made available to Spotify users on mobile and desktop apps.
Channel 4.0’s programming is aimed at 13–24-year-olds with content from creators rooted in youth culture.
Channel 4.0 content coming soon to Spotify will include Minor Issues (Wall of Entertainment), Hear Me Out (After Party Studios) and Secret Sauce (Acme Films & Wall of Entertainment).
Channel 4 has a track record of innovative digital-first distribution partnerships with platforms that are popular with young audiences.
Channel 4 pioneered the launch of TV programming on Snapchat in 2018 and on TikTok in 2021. In 2022, Channel 4 was the first broadcaster in the UK to strike a deal to distribute long-form content on YouTube.
Globally there are around 170 million monthly podcaster listeners on Spotify, a 12x growth since 2019. Video also continues to accelerate on Spotify, with video podcast consumption in the UK up more than 95% year-on-year.
The Spotify Partner Program launched in the UK in January earlier this year to help creators grow their audience and to better monetise their podcasts on Spotify – whether it is video or audio.
Alex Mahon, Channel 4 CEO, said: “Gen Z are watching video across lots of digital platforms as well as on Channel 4 heartland ones, and Spotify is very much one of the new, so that’s where we’re going. This new first-of-its-kind approach puts Channel 4 content in another place where people already are. It is another first from Channel 4 and is on course with our Fast Forward strategy to grow new audiences and fresh revenue. We’ve always led the pack on digital – and we’re doing it again.”
Roman Wasenmüller, VP of Spotify’s Podcast Business, said: “We see Spotify as a powerful tool for broadcasters like Channel 4 to connect with new and loyal audiences. Video consumption is growing rapidly on Spotify, and our platform provides the perfect space for Channel 4 to extend its reach, build even stronger relationships with their audience, and drive incremental revenues.
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