Channel 4 brings digital originals to Spotify in bid to engage younger audiences
Channel 4 will distribute its content on music and podcast streamer Spotify
Channel 4 will become the first UK broadcaster to distribute its content on music and podcast streamer Spotify, with content becoming available to audiences from later this week.
Programming from Channel 4.0, the commercially funded public service broadcaster’s digital-first brand, will be made available to all Spotify users on mobile and desktop apps.
Channel 4.0 content coming soon to Spotify will include Minor Issues, produced by Wall of Entertainment; Hear Me Out, made by After Party Studios; and Secret Sauce, from Acme Films and Wall of Entertainment.
The move continues Channel 4’s strategy to reach young audiences on the platforms they spend the most time on, having distributed content on Snapchat since 2018 and TikTok since 2021.
In 2022, Channel 4 was the first broadcaster in the UK to strike a landmark deal to distribute longform content on YouTube.
It comes as video consumption on Spotify grows, with video podcast consumption in the UK up more than 95% year on year.
The Spotify Partner Program launched in the UK earlier this year to help creators grow their audience and better monetise their podcasts on Spotify, be they video or audio.
In 2024, Channel 4 launched its ‘Fast Forward’ strategy to accelerate its transformation into a genuinely digital-first public service streamer by 2030.
Alex Mahon, the outgoing 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.”
Roman Wasenmüller, VP of Spotify’s podcast business, said: “We see Spotify as a powerful tool for broadcasters like Channel 4 to connect with new and loyal 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.”
