Channel 4 and Sky expand commercial partnership in new deal

channel 4 and sky

Channel 4 and Sky today announced they have renewed and expanded their long-term commercial partnership. 

The new multi-year agreement will extend the successful strategic relationship, giving both parties more opportunities to collaborate, support commercial growth, and innovate as broadcasting evolves in the future.

Channel 4 and Sky

The deal builds on the existing partnership by extending the current agreement for several years, ensuring that Sky customers continue to have easy access to Channel 4 brands and content across Sky’s products, with deep integration into Sky’s world-leading product innovation as well as high levels of content discoverability.

The partnership will make even more Channel 4 content available to Sky customers and will see further and deeper integration of All 4 into all of Sky’s existing and future TV products. 

It also gives Channel 4 the opportunity to unlock new digital advertising revenues to support the delivery of its Future4 strategy. 

Using the innovative advertising technologies developed by Freewheel, Channel 4’s advertising inventory across linear and on demand will become addressable allowing the broadcaster to further improve its content monetisation across Sky’s platforms.

Sky customers will be offered a broader range of Channel 4 content including more than 1000 hours of All 4 Exclusives. 

This is in addition to comprehensive catch up and a wide range of must-see Channel 4 box sets, including a variety of upfront box set stacks (where entire series are made available ahead of linear broadcast).

Alex Mahon, Chief Executive at Channel 4 said: “When we set out our Future4 strategy last year, we made clear that securing strategic distribution partnerships would be a vital part of ensuring we can maximise our reach and impact with viewers in a digital age, grow our revenues and compete more effectively for the future. 

“I’m delighted to have agreed this deal which extends a longstanding and incredibly successful partnership between Channel 4 and Sky.”

Stephen van Rooyen, Executive VP & Chief Executive, UK & Europe at Sky said:

“We know how much Sky customers love Channel 4’s content so it’s great that we’ve secured an extension, and expansion, to our existing agreement. 

“This brings Sky customers more of what they want and supports Channel 4 to deliver on their key priorities, all while providing both parties with long-term confidence in the strategic partnership. 

“The expansion of Channel 4’s content, alongside Sky’s existing partnerships, and the impressive slate of Sky Originals planned for this year, makes it even easier for Sky customers to access everything they love, in one place.”

Adsmart integration

The deal builds on a successful partnership with Sky Media in which Channel 4 Sales will integrate with AdSmart, to better tailor ads to different pay TV households, and support CFlight, the industry’s first unified advertising metric that captures all live, on-demand and time-shifted commercial impressions.

For Sky, this is the latest step in bringing the best entertainment together in one place, easy. 

In the latter part of 2020, Sky finalised a new multi-year European partnership with Amazon, launching Prime Video on Sky and NOW devices, and signed long-term partnerships with Entertainment One and STUDIOCANAL, bolstering Sky Cinema’s offerings. 

Sky customers already have access to content from Netflix, Disney+, Warner Media (HBO), Showtime, Discovery, Fox, Sony, and many other partners in each of Sky’s markets. 

Adding to this, Sky has brought lifestyle and entertainment apps like Fiit, Roxi and Peloton onto Sky Q, making it easier for customers to access everything they love.