The public broadcaster is issuing invitations to registered users to sample a new paid-for upgrade, known as All 4 +, which removes ads from the platform.
There’s also an upgrade to All 4’s iOS app for iPhone and iPad.
At the same time, a redesigned visual identity takes as its core a 2D version of the classic Channel 4 logo.
Alice Tonge, Head of 4creative said: “Our aim was to develop a more refined approach to branding for All 4, reflecting the improved product, which has become easier to navigate. The new All 4 branding is purposefully minimal, confident and sophisticated, providing us with a flexible toolkit that will bring freshness and energy to All 4. It is the final piece of the bigger portfolio rebrand that happened at the end of last year as part of the strategy to align all our brands around the master brand.”
All 4 + launched as a small-scale test in late 2018 and is now moving to the next stage. A decision will then be taken over its future development.
Richard Davidson-Houston, Head of All 4, said: “We’re innovating on all fronts. The classy new visual identity will help Channel 4 to stay front of mind in Video-on-Demand and the scaling-up of the All 4 + trial shows that we’re getting serious about a paid upgrade to the free service.
Channel 4 first launched its catch up service in 2006. The last year was its most successful year to date with a 25% increase in views. Walter Presents also had its best year ever on All 4, surpassing 27 million views thanks to hits such as 13 Commandments and Killer By The Lake.
Earlier this week, the BBC and ITV confirmed they were in advanced talks to launch SVOD service Britbox in the UK.
ITV already has a paid for element to its catch-up service ITV Hub.