Big data on the agenda for Channel 4 as user database hits 10 million

Channel 4 has announced that its database of registered viewers has now seen over 10 million signups, which has allowed it to introduce advertising targeted using big data.

The broadcaster said that its database includes half of all 16 to 24 year-olds in the UK, and that the new targeted advertising has ‘helped drive growth’ in its digital revenues.

Chief executive David Abraham said: “The speed at which we have grown our database of registered users in the three years since launch has been overwhelming and to reach 10 million registrations is testament to just how engaged our viewers are and how much they trust the Channel 4 brand.

“We’ve been able to use the scale of the database to have a new and more direct relationship with our viewers and to offer our advertisers new and innovative ways of better targeting the audiences they want to reach.”

He added that in the next stage the broadcaster would look to ‘further unlock the behavioural insight’ provided by the data.

For more information, see the Channel 4 website.

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