Snapchatters in the UK can continue enjoying access to Channel 4’s premier shows, including exclusive ‘Snap-first’ series and content featuring Channel 4’s coverage of the Paris 2024 Paralympic Games.
Channel 4 and Snap Inc. have recently extended and enriched their longstanding collaboration, aiming to provide Snapchatters with top-notch Channel 4 programming while also co-producing content tailor-made for Snapchat.
The collaboration between Snap and Channel 4 will involve the creation of new ‘Snap-first’ content, with Channel 4 developing a series incorporating an Augmented Reality (AR) component. Further details about this innovative project will be disclosed in the coming year. Additionally, the partnership will see joint efforts in curating special compilations of shows, including the well-received ‘Body Fixers.’
Expanding on their collaboration, which originated in 2018, Snap will offer select content from Channel 4’s coverage of the Paris 2024 Paralympic Games. This aligns with Snap’s commitment to delivering high-quality sports content and contributes to broadening the accessibility of Channel 4’s award-winning Paralympics coverage, known for positively influencing perceptions of disability in the UK since the London 2012 Paralympic Games.
Short-form clips from Channel 4’s most popular programmes, such as First Dates, Married At First Sight UK, Hollyoaks, Celebs Go Dating, Made In Chelsea, SAS: Who Dares Wins, Tattoo Fixers, Mashed, Celebrity Cooking School, The Big Celebrity Detox, and Absolutely Dyer, will continue to be available on Snapchat.
Lucy Luke, Head of UK Partnerships at Snap, said: “Having collaborated with Channel 4 over the past five years, our renewed and expanded partnership is a key part of our strategy to bring diverse and relevant content from world class media brands to our UK community. With the exciting year ahead in sports, the opportunity to bring the Paralympics content to millions of Snapchatters is very exciting, building on our sports offering platform wide. We’re excited to continue to deepen our relationship with Channel 4, working to deliver exciting new formats and continue to innovate together.”
The new partnership with Snap Inc. supports the delivery of Channel 4’s Future4 strategy to prioritise digital growth over linear ratings, diversify new revenue streams and focus on partnerships. The short-form content will be delivered by Channel 4’s Leeds-based 4Studio, Channel 4’s social first content and distribution powerhouse. Snapchat and Channel 4’s commercial team, 4Sales, will share sales rights on the shows.
Joe Harbinson, Senior Distribution & Partnerships Lead, Commercial Innovation, Channel 4, said: “This partnership furthers our bid to serve young audiences and typifies the approach we are taking to reaching viewers, wherever they are. Not only will we continue to innovate in how we adapt formats of our existing programming on new platforms, but we will also innovate by creating bespoke content to maximise the benefits of every platform for viewers and advertisers.”
This renewed agreement cements a partnership that began in 2018 when Channel 4 was part of the launch of UK shows on Discover, Snapchat’s curated content platform. The partnership recognizes the changing landscape of media consumption, with Channel 4 generating over 3 billion views across all social channels in the first half of the current year alone. The collaboration aims to ensure that Channel 4’s content continues to resonate with and engage younger audiences, considering that 75% of 13-to-34-year-olds in 20+ countries use Snapchat daily, with over 21 million monthly users in the UK alone.