ThinkAnalytics and Channel 4 renew partnership to enrich and personalize Channel 4 streaming experience

February 26, 2024

LONDON – 26 February 2024 – ThinkAnalytics, the world leader in Al-based TV content discovery, viewer data insights, and targeted advertising, and UK public service streamer Channel 4 today announced they have extended their partnership, after successfully using ThinkAnalytics Think360’s viewer behavior insights and AI to pioneer personalized recommendations on Channel 4’s streaming service and across marketing and CRM campaigns.

Channel 4 has integrated Think360 with its customer engagement platform, enabling content recommendations to be tailored to each user’s viewing tastes and preferences, on and off platform. As a result, Channel 4 has been able to target viewers on a 1:1 basis using real-time behavioral data to maximize open, conversion and click through rates. One of the first broadcasters to do this extensively, Channel 4 has used Think360s insights to deliver relevant and personalized recommendations and increase streaming growth and loyalty.

Channel 4 and ThinkAnalytics have been working closely on A/B testing customer journeys across Channel 4 streaming, optimising the user experience and content offering for its 28 million+ registered users, resulting in notable uplifts in engagement in high impact customer areas of the app.

David Cameron, Chief Product Officer at Channel 4, commented, “Channel 4’s partnership renewal with ThinkAnalytics underscores our commitment to enhancing viewer engagement and driving digital innovation. We have been able to drive significant growth in streaming through a combination of editorial and AI powered curation. By leveraging Think360’s capabilities, we continue to refine our approach and together we are shaping the future of TV content discovery and curation.”

Channel 4’s Head of Streaming Editorial, Alex Wall, added, “Our vision is to deliver a personalized experience that drives views and frequency, feels relevant to our viewers, but crucially, retains our distinctive brand and tone of voice. To help us strike that balance, we need a recommendation engine (and tech partner) that allows us to deliver both; ThinkAnalytics’ flexible configuration and collaborative approach has been essential to that.”

Channel 4 uses Think360 to personalize the presentation of various rails across the UI, combining editorially curated content with personalized recommendations designed to connect viewers to the content they love, in what Channel 4’s Head of Streaming Editorial, Alex Wall’s terms ‘smart curation’. Following successful A/B testing of personalized editorial by Think360, Channel 4 is delighted to be rolling out the functionality to other areas of the product.

Marc Aldrich, Worldwide CEO, ThinkAnalytics said, “Channel 4 knows the power of AI-powered curation and has been a pioneer in extending personalized viewer recommendations to its millions of registered users. We look forward to extending our partnership as Channel 4 continues to innovate and increase engagement with its audiences.”

About ThinkAnalytics

ThinkAnalytics is the world leader in AI-based content discovery and viewer analytics with its Think360 product suite, which enables video service providers, studios, broadcasters, and media companies to deliver personalized experiences to their users. Delivering content discovery and viewer insights to over 85 service providers serving approximately 475 million subscribers in 43 languages with 8 billion recommendations per day, ThinkAnalytics is the largest independent content discovery platform. Customers include Liberty Global, Vodafone, Deutsche Telekom, DirecTV, HBO Max, Sony Pictures Entertainment (SPE), Bell Media, BritBox International, Crunchyroll, Astro, Intigral, MBC, OSN, Proximus, Rogers, Sky Mexico, Tata Play, TELUS, and Mediacorp.

About Channel 4

Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic, and social impact across the UK – at no cost to the taxpayer.

The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For over 40 years, it has been a British success story, engaging generation after generation of young people.

Through a unique publisher-broadcaster model, Channel 4 commissions its content from the UK independent production sector. Working with around 300 creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.

In 2020, Channel 4 launched its Future4 strategy to become a digital-first public service media company and to continue to deliver significant impact for UK audiences and investment into the UK creative economy.

Across its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is turbocharging its efforts to find, nurture and develop talent across the UK. Through its training and development initiative 4Skills, Channel 4 is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people, and addressing skills gaps across the Nations and Regions.

Channel 4 has the UK’s biggest free streaming service plus 11 television channels including: Channel 4, E4, E4 Extra, More4, Film4, 4Seven and The Box Plus Network. Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 37 Oscar wins and 88 BAFTA wins in its history.