Channel 4 strikes deal with Snap in UK

UK public broadcaster Channel 4 has struck an agreement with social network provider Snap that will see some 300 short form edits of Channel 4 content air on Snapchat’s Discover platform over the next year. 

The new agreement solidifies a partnership that began in 2018, when Channel 4 was part of the launch of UK shows on Discover, Snapchat’s curated content platform.

Since then seven shows have launched, of which Celebs Go Dating, Don’t Tell the Bride and Tattoo Fixers have reached over 19 million unique viewers on Snapchat, most of whom are aged 13-24, according to Channel 4.

Under the new agreement, soap opera Hollyoakswill air on Snapchat, with short-form made-for-mobile episodes going live immediately after they have aired on youth channel E4, on-demand service All 4 and Channel 4. The partners have also developed a bespoke augmented reality Lens that allows Snapchatters to create their own finale, complete with the Hollyoakstheme tune and end credits.

Other shows included are The Last Leg, Grime Gran and Five Guys A Week, with a range of shows from across Channel 4’s programming slate to follow. 4Studio, Channel 4’s recently launched Leeds-based digital content hub, will work with Snap and programme producers to create the made-for-mobile edits. Snapchat and Channel 4 commercial arm 4Sales will share sales rights on the shows.

Alex Mahon, CEO, Channel 4 said: “We are hugely excited to bring more Channel 4 to Snapchat. We have a unique brand and taste and reach into the youth-dominated audience of Snap so the fit is clear. This partnership allows us to further our mission to serve young audiences, to increase time spent with Channel 4 and to supercharge our social footprint across 2020.  We are continually evolving and adapting to reach our audience wherever they are and this is the latest iteration. I am particularly thrilled that Hollyoaks will be the first ever soap to feature on the platform offering Snapchatters a unique introduction to the joys of the best British Soap.”

Sean Mills, head of content, Snap said: “Channel 4 shares our passion for creating mobile content in new ways. We are delighted to extend our successful relationship and bring even more great shows to UK Snapchatters. We can’t wait to see their distinctive storytelling style reimagined for the vertical screen.”