Around a thousand hours of shows from Channel 4 and E4 will be available to watch through YouTube in the UK and Republic of Ireland.
Full episodes of shows including 8 Out of 10 Cats, Location, Location, Location and SAS: Who Dares Wins are among the Channel 4 programmes that are covered by the deal, which means users don’t have to log in to All4 to watch them online.
A selection of programmes will also be made available on YouTube for 30 days after being shown on Channel 4 or E4.
And in a first for the broadcaster, Channel 4 will be able to sell its own advertising around these shows. It’s the first deal of its type in the UK and Europe.
It’s part of Channel 4’s Future4 strategy which aims to make programmes available where young audiences are watching. The strategy also aims to increase revenue streams.
Channel 4 has previously made clips of shows available on YouTube.
Channel 4 shows coming to YouTube
- 8 Out Of 10 Cats;
- SAS: Who Dares Wins;
- Nikki Grahame: Who Is She?;
- Location, Location, Location;
- Gemma Collins: Self-Harm and Me;
- Davina McCall’s Language of Love;
- Kathy Burke: Money Talks;
- The Dog House;
- Devon & Cornwall
The first full episodes are already live on the platform, but rollout will continue through 2022. 1,000 hours of Channel 4 and E4 programmes will be available on YouTube by the end of the year.
Alex Mahon, Chief Executive of Channel 4 said:
“Innovative strategic partnerships are Channel 4’s speciality, and this new relationship with YouTube is another which will ensure we continue to keep growing our reach with young audiences and build on our unrivalled digital success.
“Together with YouTube we have created a powerful consumer channel full of our brilliant Channel 4 content. This will engage even more viewers through the enhanced reach and digital scale of YouTube, combined with the dynamism of the Channel 4 brand.”
Ben McOwen Wilson, Managing Director YouTube, UK and Ireland said:
“I’m proud to welcome Channel 4’s creative, thought-provoking long form content on to the YouTube platform.
“As an open platform, YouTube is where UK audiences of all ages and backgrounds come to watch what they want to watch, when they want to watch it. It is fantastic to drive innovative partnerships such as this, to enable leading broadcasters to contribute to the diversity of content on the platform of choice for young viewers.”