Advanced Television

Channel 4 content discovery campaign on Spotify

April 28, 2023

Channel 4 has launched a new UK-exclusive campaign on Spotify, the audio streaming service, to help boost digital viewership and reach younger audiences.

Using Spotify’s streaming intelligence, Channel 4 Streamland will provide Spotify users with an interactive in-app experience, which generates five personalised recommendations of hit shows a user might want to watch – from It’s a Sin, to Misfits, to Friday Night Dinner – all based upon their music tastes and listening habits.

Within Streamland, Spotify listeners will also get to listen to audio voice notes from broadcaster and Channel 4 talent, Nick Grimshaw, and emerging artists including Miraa May and Mae Stephens, as well as access promotional content and personalised playlists based on their recommended shows.

Channel 4 Streamland will be available to Spotify users for an initial period of six months, with Channel 4 updating the branded in-app experience monthly with its latest shows to keep the experience fresh for Spotify listeners.

Amber Kirby, Marketing Director at Channel 4, commented: “Channel 4 Streamland will help new audiences to discover more of Channel 4’s extensive streaming library of new and archive shows, connecting them with content they didn’t know they’d love through the music they already do. Both Channel 4 and Spotify have a rich history of using innovation and technology to find exciting ways to do big things, so it’s fitting that we’ve collaborated to create a unique solution to content discovery exclusive to the UK.”

Ed Couchman, Head of Northern Europe Sales at Spotify, added: “We’re excited to help Channel 4 reach their key audiences on Spotify. With such a fun and interactive digital experience, Spotify listeners can discover the incredible range of engaging content offered by Channel 4. At Spotify, we’re focused on personalisation, discovery and interactivity, and this latest campaign shows what’s possible with streaming audio. Channel 4 Streamland leverages creativity, talent and our unique streaming intelligence to create a unique and engaging experience for listeners within Streamland where they can discover their next favourite TV show or film.”

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