- More than 1,000 episodes of Channel 4’s hit shows to be aired on Snapchat Discover over the next two years
- Snapchatters can enjoy new shows such as SAS: Who Dares Wins, Ackley Bridge and Snackmasters, plus even more episodes of Hollyoaks, Teen First Dates and Married at First Sight UK
- Deal supports Channel 4’s Future4 strategy to prioritise digital growth, reach young audiences wherever they are and build strategic partnerships to compete more effectively.
Channel 4 and Snap Inc. today announced a new two-year deal to bring more than 1,000 episodes of the broadcaster’s hit shows to the platform. The deal extends last year’s successful partnership which saw over 300 short form edits of Channel 4 content air on Snapchat’s Discover platform; Channel 4’s portfolio of shows reached 44 million unique global viewers on Snapchat in 2020.
New Channel 4 content to be featured on Snapchat’s Discover includes shows like SAS: Who Dares Wins, Ackley Bridge, and Snackmasters; plus even more episodes of titles such as How Not to be Racist, Married at First Sight UK, Mashed, Tattoo Fixers, Teen First Dates and 8 Out of 10 Cats Does Countdown; plus original 4Studio titles including How To Get Rich, Would You Rather and Trash to Cash.
The deal with Snap Inc. supports the delivery of Channel 4’s Future4 strategy to prioritise digital growth over linear ratings, diversify new revenue streams and focus on partnerships to ensure the broadcaster competes more effectively.
The partnership will also ensure Channel 4’s content continues to reach and impact younger audiences wherever they are consuming content: Snapchat reaches over 90% of 13-24 year-olds in the UK and over 400 million people watched shows on Snapchat last year. Its Discover platform has continued to see healthy growth in viewership, becoming a go-to destination for credible and entertaining content for the Snapchat community.
As with all shows on Snapchat, each episode will average five minutes in length and will be paced for mobile. The short-form content will be edited and delivered by Channel 4’s Leeds-based 4Studio team set up in the broadcaster’s national HQ to help reinforce Leeds as a centre of digital excellence and encourage further regional investment in the digital industries. Channel 4 and Snapchat will share sales rights for the shows.
Channel 4 CEO Alex Mahon said: “Channel 4 has a unique brand strength with young people and we’re going further and faster than our competitors to ensure that we can reach them with UK-produced, public service content, such as Hollyoaks, on platforms like Snapchat where they’re spending more of their time. The renewal of our long term partnership with Snap is a brilliant example of this strategy. It’s delivered from our Leeds-based 4Studio team and supports the growth of our digital viewing and revenues.”
Snap SVP Content and Partnerships, Ben Schwerin said: “Our renewed and expanded partnership with Channel 4 is a key part of our strategy to bring diverse and relevant content from world class media brands to our UK community. We’re excited to deepen our relationship, bring more of Channel 4 to Discover and continue to innovate together.”