Meet the Broadcasters
Your quick and simple guide to understand the forward-thinking broadcasters we work with
Sky
Sky UK is one of the UK’s leading broadcasters and pay-TV platforms, offering a broad portfolio of premium content including sport (via Sky Sports), drama, documentaries, news, cinema and entertainment channels. (Wikipedia) Its audience is substantial and engaged: for example, a recent Sky report showed that Sky customers watch over four and a half hours of TV every day. (Broadcast Now) In the second half of 2024, Sky Sports viewers alone clocked up 950 million hours of viewing in the UK — two-thirds of that live. (Insider Sport)
Sky’s reach is also material in the UK: according to recent data, the “Sky UK (Comcast)” broadcaster group alone accounts for about 9.48% of total viewing time across four-screens in the UK for the month of November 2024. (Wikipedia) While the exact number of UK boxes is not repeatedly published, historical data noted the company had around 12.7 million customers at the end of 2019. (Wikipedia)
For advertisers, this translates into a brand-safe, premium environment with access to a demographic that spans mainstream UK adults, heavy TV watchers and sports enthusiasts — plus evidence of growing younger and female audiences (for example female viewing of Sky Sports was up 18% and under-35 viewing was up 26% in a recent Sky index). (Sky Group)
In short: if you’re looking to place an advertising message in a high-attention context, across multiple screens, in a trusted broadcaster with broad but premium reach — Sky should be on the radar.
Prime
Amazon Prime Video offers advertisers access to a fast-growing, premium streaming environment where content ranges from high-profile original dramas and films to live sport and on-demand catalogues.
The platform is embedded in the broader Amazon Prime membership, giving a built-in scale: in the UK it serves around 13.7 million households as of mid-2025. (finder.com) Importantly for advertisers the ad-supported tier of Prime Video reaches about 19 million UK viewers per month, representing over a third of UK adults. (Deadline) Furthermore, more than half (52 %) of Prime Video viewers in the UK reportedly do not watch any paid linear TV, making it a valuable channel for reaching audiences beyond traditional broadcast. (performancemarketingworld.com)
The audience skews toward the valuable 18-34 and 25-34 age groups, according to available traffic data. (electroiq.com) From an advertiser’s standpoint this means you can access a digitally engaged, premium video audience within a trusted global brand environment, with strong targeting and data capabilities thanks to Amazon’s first-party signals.
Ad inventory is relatively new compared to legacy broadcast, offering a chance to stand out.
In short: if you’re looking to place your brand message within a streaming context, with scale, targeting precision and the potential to reach non-linear-TV viewers in the UK, Amazon Prime Video should be on the radar.
Channel 4
Channel 4 is a major UK free-to-air public service commercial broadcaster, offering a compelling environment for advertisers seeking reach, engagement and impact. The channel’s content covers a wide span — from flagship entertainment shows, hit dramas, factual, documentaries and news, to digital-first originals and streaming-led innovation. Importantly for brands, Channel 4 combines broad reach with a younger and more engaged skew: it claims to be “the youngest-skewing PSB channel in the UK” and says it reaches more 16-34-year-olds across TV and streaming than any other commercial broadcaster. (assets-corporate.channel4.com)
In 2024, the broadcaster reported a streaming uplift of 7.3 billion viewer minutes, a year-on-year increase of 32%, and roughly 40% of its 16-34 viewing came via streaming. (Advanced Television) On the linear side, the channel holds a monthly share in the region of 4–5% of UK TV viewing, enabling reasonable scale against a premium brand environment. (Wikipedia)
The monthly reach of its portfolio is reported as being about 51 million individuals. (assets-corporate.channel4.com) From an advertiser’s perspective, this means you’re gaining exposure in an environment known for creativity, cultural relevance and younger-skewing audiences — helping your brand avoid purely ageing TV viewers.
The platform also offers the benefit of cross-platform traction (linear + streaming + digital/social) which means your message can meet audiences in multiple contexts. Because Channel 4 is publicly-owned (but commercially funded) it also emphasizes brand-safe, distinctive, creative content.
In short: if you’re looking to engage UK adults — especially younger adults — in a trusted broadcast / streaming hybrid environment, Channel 4 is a strong candidate for your advertising media mix.