Channel 4 launches digital content studio

4Studio will allow brands the opportunity to publish content on its Facebook, YouTube and Instagram pages, focusing on the television channel’s core audience of 16 to 34-year-olds .

The creation of 4Studio forms part of Channel 4’s wider strategy to increase viewing time across all of its media platforms.

Jonathan Lewis will lead 4Studio, with Sophie Lloyd the newly-appointed branded entertainment and creative leader and Matt Ford as 4Studio commercial lead.

Channel 4 says that it reached more than 100 million Facebook users in the past month, including 81% of 18 to 24 year olds and 74% of 25 to 34 year olds in the UK, and more than 800m YouTube impressions across the same period of time.

Lloyd said: “We’re really proud to be the first broadcaster to be able to offer brands the opportunity to reach our premium youth audiences with meaningful, editorially relevant content for social, either engaging brands with our slate of formats or responding to briefs with bespoke content ideas.”