Channel 4 has released data which shows its social audiences are growing rapidly. For the period from January 1 to August 4, the media firm passed 1.6 billion UK views, powered by a 331% increase in UK views of full episodes on YouTube.
Across the year so far shows including First Dates, Gogglebox, Hollyoaks and 60 Days on the Estates have driven 65 million UK views of full episodes on YouTube – more than the 50m UK views for such content across the whole of 2023. UK views of Film4 short-form content (up 26% yoy) also boosted Channel 4’s YouTube audience, included made-for-social content around Wicked Little Letters (0.7m UK views).
Channel 4’s slate of documentaries also proved a hit on YouTube, with 38 million UK views, up 104% year on year. Entertainment formats that have done well on social platforms include Tapped Out, Minor Issue, King Konan’s Trap Door, and Worst In Class where Harry Pinero takes A-List digital talent back to school.
Channel 4 said the 1.6bn figure, which relates to all social platforms (in the UK), puts it on track to double its social viewing by 2030. TikTok is now one of Channel 4’s biggest social platforms for UK Views, generating 456m UK views (excluding Channel 4 News). Some of the best performing videos are from Gogglebox, Hollyoaks, First Dates and Channel 4.0. On Instagram, UK views have jumped by 92% to 301million.
Matt Risley, managing director, 4Studio, said: “YouTube is not just a social platform nor is it a simulcast of TV. It is a combination of the two and is integral to our future strategy of reaching and engaging audiences at scale.”
Sacha Khari, head of digital commissioning, Channel 4, added: “Channel 4.0 serves a rapidly growing viewer appetite for fresh approaches to digital-first content. We’re proud to be leading the way as a hotbed for a generation of content creators from Nella Rose and Yung Filly to Billy The Goat and The Diary Room.”
