Channel 4 has struck a major deal with YouTube to make 1,000 hours of its hit programmes available for free on the platform, in what is believed to be the widest-ranging commercial agreement between the Silicon Valley giant and a UK broadcaster. The deal includes popular shows such as Location, Location, Location and SAS: Who Dares Wins, with Channel 4 selling advertising around the content.
The partnership is part of Channel 4's strategy to reduce its reliance on traditional TV advertising and target younger audiences as it positions itself as a digital-first broadcaster. YouTube is used by 98% of 18- to 34-year-old internet users in the UK each month, making it a key platform for reaching this demographic.
The deal marks a potential new era of commercial agreements between TV broadcasters and Silicon Valley, similar to those between Google, Facebook and newspaper publishers. Channel 4 first made thousands of hours of programming available on YouTube in 2009, but the arrangement ended in 2014 when the broadcaster decided to focus on its own on-demand service, All 4.
Under the new agreement, content will be available on YouTube after a 30-day window on All 4 following its initial TV broadcast. The programming will include a mix of archive catch-up shows and new releases, starting from later this month.
Alex Mahon, chief executive of Channel 4, said: “Innovative strategic partnerships are Channel 4’s specialty and this new relationship with YouTube is another which will ensure we continue to keep growing our reach with young audiences.” Last year, digital advertising accounted for about a fifth of Channel 4’s total £1.2bn revenues, a figure the broadcaster expects to rise to 30% by 2025.
