Video content from UK public broadcaster Channel 4 will be made available on Spotify from later this week.
Programming will be drawn from Channel 4.0, its digital-first platform, to all Spotify users on mobile and desktop apps. It will target audiences aged 13 to24.
Included in the initial tranche are Minor Issues (Wall of Entertainment), Hear Me Out (After Party Studios) and Secret Sauce (Acme Films & Wall of Entertainment).
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.”
The Spotify announcement is the latest digital-first distribution partnerships designed to find younger audiences on the platforms they use. 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 landmark deal to distribute long-form content on YouTube.
Roman Wasenmüller, VP of Spotify’s Podcast Business, said Spotify was a powerful tool for broadcasters to with 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.”
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.
