“I’ve maybe heard of E4 – that’s probably about it. I don’t really watch anything on it. I think there are comedies or something on it… Probably my mum watches”
Channel 4, the dramas. (Girl aged 14, England)
I’ve always thought that Channel 4 was a channel with attitude, an innovator and did well at appealing to their younger audiences. Hey, look at their funny Threads account! But I’m 41.
In some fascinating, but underreported, research carried out by STRAT7 Rainmakers for Ofcom, these more youthful target groups appear to not feel the same way.
It’s the same issue that all broadcasters – and organisations with communications strategies – are facing. It’s why Channel 4 is looking to make changes to its licence as it transitions from being mainly linear to more of a digital outlet.
Younger audiences are typically less engaged and aware of what Channel 4 does
Of the 18-24 year olds surveyed, it appears they didn’t tend to watch Channel 4 on TV, or check out its streaming platforms – preferring Netflix, Disney, YouTube and TikTok for their entertainment.
They were aware, when prompted, of some of the content on its platforms, but they didn’t clearly associate them with Channel 4, but accidentally with rival services instead.
Audiences expect a better quality streaming service
“40D is atrocious..honestly, it’s slow, you can’t fast forward from one segment to another, if you do then you’ve got to watch 3 minutes of adverts and if you want to watch a programme halfway through you’ve got to watch loads of adverts. It crashes, it’s not user friendly, you can’t look at recently released by category – It’s not user friendly it’s old… it’s like internet explorer before it was Edge.” (Female, London, 22-34, ABC1, medium C4C user)
Channel 4’s streaming services have undergone some transformations over the years, from 4OD, to All 4, to Channel4.com.
It’s no surprise that those surveyed are watching more of its content digitally, but they view it more of a catch-up service than a streaming service, where they would be ‘inspired’ by the selections on offer.
And the Channel 4 platforms were seen as “off-putting”: harder to browse, suffering from more glitches and too many ads, compared to its streaming rivals.
It’s a challenge to Channel 4, whose income solely comes from commercial revenues. Younger audiences are reported to find the ads repetitive, too frequent and the breaks too long. Being digitally native, they’re not brought up on ad breaks on commercial TV like us older lot have been.
They didn’t regard Channel 4 Entertainment as a go-to destination on YouTube as they prefer to consume content differently, through algorithms and recommendations. But they like to watch clips of popular shows.
Channel 4 appears less appealing for younger audiences
“Disney+ is where I watch most of my series and TikTok. If I ever have a free
minute that’s what I spend time scrolling on.” (Female, Belfast, 18-21, C2DE, light C4C user)
Like other Public Sector Broadcasters, it tries to appeal to all audiences, which is important from a regulation perspective, but tricky for a brand.
Although most of those surveyed saw its target audience as ‘younger’ (around mid-20s upwards), some of the youngest who took part in the study saw it as more for their parents’ generation.
A longer-term concern was that 10-15 year olds did not proactively consider Channel 4 to watch content.
Of the PSBs, Channel 4 was traditionally seen as being more boundary-pushing, progressive, diverse and innovative. But that’s coming under threat from other streaming services pursuing similar values, particularly with the aim of appealing to younger people.
But the research said Channel 4 “would be missed if they no longer existed”, being seen as less establishment, championing diverse and challenging viewpoints, providing gritty and authentic news and documentaries, and offering a wide range of good quality, British-made programmes for free.
And there was particular support for, and brand association with, its Paralympics coverage, reflecting its values of diversity and inclusion.
And Channel 4 News was praised for how it connected with its viewers, holding power to account and the way it reported events in the UK and around the world. Although over-30s were more likely to watch its appointment to view shows, mainly the 7pm programme, it’s received acclaim (and awards) for its social and digital output, where younger generations are more likely to get their news.
It appears its request to remove its lunchtime bulletin and reduce TV commitment to current affairs would allow it to divert those resources into its digital content.
“Channel 4 remains a key part of the UK’s broadcasting ecology”, notes Ofcom, being rated highly by audiences and “[continuing] to deliver content promoting new and diverse voices and perspectives and to play a crucial role in supporting the creative economy outside London.”
The issues the broadcaster faces are ones similar to the BBC, ITV and other brands and organisations – look at Ofcom’s report on the BBC needing to do more to appeal to working classes.
It’s why Channel 4 has asked for changes to some of its existing licence obligations to invest more in its digital growth and transformation (while also providing for those who still watch their programmes in the more ‘traditional’ TV way.)
You can take part in the consultation to its proposed changes on Ofcom’s website.
We’re all having to change the ways we reach and engage our audiences – for some target groups, it’s a matter of urgency. If you’d like to chat about how I can help you navigate through these unsettling times, get in touch.