Snapchat and Channel 4 are joining forces to deliver hundreds of popular TV shows on the social media’s Discover platform.
Over the next 12 months, more than 300 cuts from Channel 4 shows will launch on the platform, complete with augmented reality technology to enhance the experience.
Hollyoaks launched today, Thursday June 4, with the option for Snapchatters “to create their own cliff-hanger ending”.
“This partnership allows us to further our mission to serve young audiences… and to supercharge our digital footprint across 2020,” said Alex Mahon, Channel 4’s Chief Executive.
“We are continually evolving and adapting to reach our audience wherever they are and this is the latest iteration.”
The initiative follows Channel 4’s launch of 4Studio - a Leeds-based digital content unit - as part of its ambition to tailor branded content for social media and attract younger audiences.
The new agreement solidifies a partnership that began in 2018, when the TV network contributed to the launch of Snapchat’s curated content platform, Discover.
Since then, seven Channel 4 shows have launched on the platform, with the partnership claiming to have drawn in over 19 million unique views for Celebs Go Dating, Don’t Tell the Bride and Tattoo Fixers.
With most of those viewers reportedly aged between 13 and 24, social media content curation represents a key part of broadcasters’ strategies to access younger audiences.
And with TV advertising hit by the pandemic, the industry has been feeling out new territories with potential revenue streams.
Meanwhile, various social media platforms are chasing TV integration, with Snapchat facing tough competition from Facebook.
