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