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Channel 4 to prioritise digital growth over linear ratings

Broadcaster wants to double its audience for All 4 by 2025.

Channel 4 CEO Alex Mahon has announced a new strategy aimed at accelerating the broadcaster’s pivot to streaming.

Targets set for the initiative, which is titled Future4, include doubling viewing to Channel 4’s BVoD service All 4, as well as delivering 30 per cent of total revenues from digital advertising and 10 per cent from non-advertising by 2025.

Channel 4 said it will also help “deliver a new clearly articulated purpose for Channel 4,” which is rooted firmly in the corporation’s statutory public service remit and its commercially funded, not-for-profit model.

Future4 is made up of four key pillars:

  1. Prioritise digital growth over linear ratings
  2. Put viewers at the heart of decision making
  3. Diversify new revenue streams to underpin sustainability
  4. Focus on strategic partnerships to compete more effectively

Mahon said: “Our ongoing focus is to continue to deliver our purpose and remit with meaningful scale and impact and I’m incredibly proud that we have already moved our viewing and our advertising revenues to digital at a faster rate than our competitors. We want to push this even further still, and our new Future4 strategy is about underpinning our commercial sustainability and ensuring that we have a clear plan to transform ourselves into a digital public service media organisation that delivers across the whole of the UK for the future.”

The broadcaster said that going forwards, all of its commissioning, scheduling and commercial strategy will be optimised towards growing views and revenue on All 4 – with a much greater focus on investing in content that can deliver long-term digital viewing growth.