UK’s leading channels are branching out for incremental reach.

In December ITV announced it’s intention to broadcast ITV programmes in full on You Tube, keen to reach incremental audiences. 5 months on they have announced that they have reached 2-4% audiences they would not have reached previously. Commercially speaking this offers advertisers more scope to reach specific audiences that linear can’t and since YouTube has become streamed more on connected TV’s this has seemed the perfect time utilising a data led approach.

Six new YouTube channels have since launched curated to target niche audiences; so far factual content and podcasts have performed well.

Whilst ITV is fairly new to this market, All4 led the way – with 30% of Channel 4’s streaming minutes in the 16-34 demographic they saw a potential of resonating with 16-25 year olds who are more likely to be streaming on YouTube or TikTok.

Channel 4 has announced its intent to stream video content on Spotify, starting with shows from its youth-focused brand, Channel 4.0, including Minor Issues, Hear Me Out, and Secret Sauce. This marks the first time a UK public-service broadcaster has shared video content on the platform.

The move is part of Channel 4’s Fast Forward strategy to become a digital-first streamer by 2030. Known for its early adoption of platforms like Snapchat, TikTok, and YouTube, Channel 4 continues to target Gen Z audiences by meeting them where they are—now, on Spotify.

If you would like information on how to reach incremental audiences on multiple platforms please contact our experienced team info@themediaangel.co.uk

70% will use TV catch-up services over Christmas

UK viewers won’t be tied to the TV schedule this Christmas holiday, according to Ofcom research, which shows we’re now using our TV devices more than any other major country, via devices such as smart TVs, mobile, tablets, games consoles, etc.

Ofcom research suggests that 70% (31m) of UK adults will watch TV using free-to-air catch-up services such as ITV Hub, All4 and 5 On Demand this December. This is great news for advertisers using VOD in their marketing mix.

Online adults in the UK are the most likely to watch catch-up TV on a tablet (16%) and use an online service to watch TV or films (81%).

Despite these trends, traditional live TV remains the most popular way of tuning in, particularly on New Year’s Eve when more than nine in 10 viewers (11.4 million) watched live at midnight last year.

Overall on average, people in the UK are watching 3 hours 40 minutes of TV per day, and seen steady figures over the last few years, which keep TV one of the most powerful mediums of all time.

For more information on TV and VOD advertising, get in touch with us at The Media Angel to see what options are available. #TVAdvertising #LoveMarketing