As it aims to appeal to younger viewers, Channel 4 is launching video on music streaming service Spotify.
Available from this week, programming from Channel 4.0, the company’s digital-first platform, will be made available to all Spotify users on mobile and desktop apps.
According to the broadcaster, Spotify video podcast consumption in the UK is up more than 95 per cent year on year.
Speaking about the launch, 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.”
Roman Wasenmüller, VP of Spotify’s Podcast Business, added: “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.”
