Channel 4 will make hundreds of hours of its programmes available on YouTube in the UK & Ireland in a new ad revenue-share agreement.
From this month, YouTube will feature full episodes from new and popular series from Channel 4 and E4 across the broadcaster’s platform on the channel, including 8 Out Of 10 Cats; SAS: Who Dares Wins; Gemma Collins: Self-Harm and Me; Kathy Burke: Money Talks; Location, Location, Location and The Dog House.
Selected programmes will be made available to watch on YouTube 30 days after first being broadcast on Channel 4 and E4, as part of a wider syndication strategy.
C4 is also creating a dedicated YouTube team within its commercial arm 4Sales, to enable Channel 4 to directly sell advertising around its content on the platform.
Alex Mahon, CEO of C4, said: “Innovative strategic partnerships are Channel 4’s speciality, and this new relationship with YouTube is another which will ensure we continue to keep growing our reach with young audiences and build on our unrivalled digital success.
“Together with YouTube we have created a powerful consumer channel full of our brilliant Channel 4 content. This will engage even more viewers through the enhanced reach and digital scale of YouTube, combined with the dynamism of the Channel 4 brand.”