Channel 4 and YouTube expand their content and commercial partnerships.


Channel 4 is an extension of its strategic partnership with the entertainment platform, which will feature a variety of shows on YouTube across the UK and Ireland.

This push will allow Channel 4 to sell its own ads around these programs, becoming the first of its kind in the UK and across Europe just a month after the government decided to go ahead with the channel’s privatization.

Channel 4 hopes that this move will continue to make significant progress on its five-year Future4 strategy to accelerate digital growth, reach a younger audience, increase new revenue streams, and forge strategic partnerships to compete more effectively.

Channel 4 and E4 content launches this month in partnership with YouTube, used by 98% of 18-34 year olds online.

Some of the programs you can watch are: 8 out of 10 cats, SAS: Who dares to win And location, location, location.

The partnership enables Channel 4 to support broadcasters’ ambitions to generate new revenue and expand the Channel 4 brand on the platform.

Channel 4 will also create a dedicated YouTube team within its commercial division, 4Sales, to enable broadcasters to sell ads directly around content on the platform.

Alex Mahon, CEO of Channel 4 said, “Innovative strategic partnerships are Channel 4’s specialty, and this new relationship with YouTube is another relationship that continues to expand our young audience and builds on our unmatched digital success.” said.

“Together with YouTube, we have created a powerful consumer channel full of great Channel 4 content. This will drive more viewer engagement through YouTube’s improved reach and digital scale combined with the dynamism of the Channel 4 brand.”

Ben McOwen Wilson, Managing Director of YouTube UK & Ireland said:

“As an open platform, YouTube is where UK viewers of all ages and backgrounds come to see what they want to see.”

McOwen Wilson added: “It is fantastic to drive such an innovative partnership so that a leading broadcaster can contribute to the diversity of content on the platform of choice for young viewers.”

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