Channel 4: How We Grew Our YouTube and TikTok Audiences

Name: Channel 4: How We Grew Our YouTube and TikTok Audiences
Uploaded: 2025-06-02T10:16:00+00:00
Duration: 17 min
Description: With Janine Smith, Head of Creative & Culture, 4Studio Channel 4’s 4Studio launched in 2020 to drive digital-first transformation. Their key lesson? Growth is good, but sustainable growth is better. They shifted focus to one main KPI: watch time, driving quality and engagement. They built structure

Jun 2, 2025

17m

Members Only

Social Media Marketing

About this video

With Janine Smith, Head of Creative & Culture, 4Studio Channel 4’s 4Studio launched in 2020 to drive digital-first transformation. Their key lesson? Growth is good, but sustainable growth is better. They shifted focus to one main KPI: watch time, driving quality and engagement. They built structure fast, supported culture with a clear values framework, and embraced young, diverse talent. Instead of pushing audiences to TV, they brought the experience to YouTube – meeting Gen Z where they are. Niche channels outperformed broad ones, with a 43 million-view hit on a shame doc. TikTok is for testing, not revenue (yet). And new platforms matter - 4.0 now launches on Spotify.

Comments (0)

Community Guidelines