Channel 4

Tracking the content demands of an established audience

Channel 4 launched in 2001 with edge and originality. In order to retain this identity, we were asked to understand the content demands of a changing audience, as part of E4’s strategy and commissioning for 2021/22.

Using an in-the-moment diary task, we gathered the reactions of 50 carefully selected E4 viewers in order to build a thorough picture of content preferences. From this, Channel 4 were able to uncover a series of distinct viewer mindsets that influenced viewer demands, and shaped content trends.