Snap partners with Channel 4 on short-form Discover shows

Snap has partnered with UK broadcaster Channel 4 to launch more than 300 short-form edits of Channel 4 shows on Snapchat Discover.

Channel 4 isn’t new to Discover. The broadcaster has been working with Snapchat since 2018 when it launched some content on the curated platform.

To date, it has launched seven shows including ‘Celebs Go Dating’, ‘Don’t Tell the Bride’ and ‘Tattoo Fixers’ which together have had 19 million unique views.

Now, the channel is airing a short-form version of its popular ‘Hollyoaks’ TV series on Snapchat Discover.

To mark the launch, it created a bespoke augmented reality Lens so Snapchatters can create their own cliff-hanger finale.

Other shows coming to Discover include ‘The Last Leg’, ‘Grime Gran’ and ‘Five Guys A Week’.

“We are hugely excited to bring more Channel 4 to Snapchat,” said Channel 4 chief executive, Alex Mahon. “We have a unique brand and taste and reach into the youth-dominated audience of Snap so the fit is clear. This partnership allows us to further our mission to serve young audiences, to increase time spent with Channel 4 and to supercharge our digital footprint across 2020. We are continually evolving and adapting to reach our audience wherever they are and this is the latest iteration. I am particularly thrilled that ‘Hollyoaks’ will offer Snapchatters a unique introduction to the joys of the great British Soap.”

According to Snap, content on Discover now reaches 80% of Snapchat users in the UK and views increased more than 35% last year.

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