Starting later this week, video content from UK public broadcaster Channel 4 will be accessible on Spotify. Programming sourced from Channel 4.0, its digital-first platform, will be available to all Spotify users via mobile and desktop apps. The initiative specifically targets audiences aged 13 to 24.
Initial offerings include Minor Issues (Wall of Entertainment), Hear Me Out (After Party Studios), and Secret Sauce (Acme Films & Wall of Entertainment). Alex Mahon, Channel 4 CEO, stated: “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.”
This Spotify announcement represents the latest in a series of digital-first distribution partnerships aimed at engaging younger audiences on their preferred platforms. Channel 4 was a pioneer, launching TV programming on Snapchat in 2018 and TikTok in 2021. In 2022, it became the first UK broadcaster to secure a significant deal for long-form content distribution on YouTube.
Roman Wasenmüller, VP of Spotify’s Podcast Business, highlighted Spotify’s effectiveness in connecting broadcasters with their audiences. He noted: “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.” Spotify boasts approximately 170 million monthly podcast listeners globally, representing a 12x increase since 2019. Video podcast consumption in the UK has also seen substantial growth, exceeding a 95% year-on-year increase.