Streamland

Client: Channel 4

Channel 4 clients challenged us to get their newly revamped streaming platform firmly within the consideration set of Gen Zers, who were proving a particularly elusive audience.

We all know that recommendation is a powerful driver of the decisions we make, so we reached out to the masters of recommendation who just happen to be a Gen Z favourite – Spotify. We drew inspiration from Spotify Wrapped - that brilliantly simple but insightful end-of-year glimpse into your music preferences - the question was, could we use the same generative intelligence? Could we mine Spotify’s rich seam of Gen Z listening data and cross-reference it with Channel 4’s programming insights, making 4 Streaming viewing recommendations based on someone’s listening behaviours? The answer was yes, as one of the first UK advertisers to jump on Spotify’s The Stage beta, reinvented as Streamland, which drove impressive results for Channel 4 Streaming.