Channel 4 has become the first public service broadcaster in the UK to debut video content on Spotify, expanding its digital presence through a partnership with the audio-streaming platform. Starting this week, episodes from its youth-focused digital brand Channel 4.0—including Minor Issues, Hear Me Out, and Secret Sauce—will be available as video programming on Spotify’s mobile and desktop apps.
This move supports Channel 44’sambition to become a “digital-first public service streamer” by 2030. It continues a strategy that has already seen the broadcaster introduce content to Snapchat (2018), TikTok (2021), and YouTube (2022).
“A Gen Z is consuming video across multiple platforms, and Spotify is one of them,” said outgoing CEO Alex Mahon. It is about showing up where our audience already is.”
Spotify, meanwhile, views the collaboration as a boost for its video initiative. The company reports a 95% year-on-year increase in video podcast consumption in the UK and is actively developing new tools for creators and advertisers. It aims to add podcasts—including video—to its latest ad exchange by the end of Q2.
This partnership enables Channel 4 to engage new and loyal viewers while exploring new revenue opportunities,” stated Roman Wasenmüller, Sspotify’s VP of podcasting.
However, monetisation remains a significant challenge. Despite generating 1.8 billion views in 2024 across platforms like TikTok, Channel 4 has acknowledged that revenues from social media remain limited.
Spotify has launched a UK Partner Programme to assist publishers and creators in monetising. In Q1 alone, Spotify paid podcast publishers over $100 million globally. However, for high-cost broadcasters like Channel 4, it remains uncertain whether this will result in substantial income.
Ultimately, the partnership reflects a broader evolution — traditional broadcasters adapting to where younger audiences engage, even as revenue models are still catching up.
