Channel 4 is expanding its rich comedy heritage to YouTube with the launch of a new channel called A Comedy Thing. This initiative aims to deliver weekly long-form comedy programming on YouTube, alongside content for TikTok and Instagram.
The move is a major part of Channel 4.0, the network’s digital-first brand, designed to amplify YouTube presence as part of Channel 4’s Fast Forward strategy.
A Comedy Thing debuts with seven emerging comics drawn from the YouTube and UK stand-up circuits: Vittorio Angelone, Finlay Christie, Olga Koch, Gbemi Oladipo, Micky Overman, Mike Rice, and Dan Tiernan.
These comedians will star in social entertainment formats featuring interactive “play along” elements, explained Sacha Khari, Channel 4’s Head of Digital Commissioning. Khari emphasized the importance of simplicity, saying, “If formats are too complex, they become abstract.” The new shows blend digital talent sensibilities with traditional stand-up vibes.
Khari described the channel as a YouTube proposition aimed at modern, digital-first audiences who love stand-up. Notably, around 30% of Channel 4.0’s viewership is on smart TVs, which fits well with demand for longer-form content. He envisions live versions of these formats as well, noting how top creators now sell out stadiums and generate branded merchandise sales.
The lineup is described as “fresh and formidable”, with the comics embracing the power of social media as an essential tool to connect directly with audiences.
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Short clips will be adapted for Instagram and TikTok, a strategy Khari’s team carefully balances alongside their YouTube efforts. The channel’s “phase two” ambitions include launching podcasts and vodcasts.
Channel 4.0’s success has been rapid, accumulating 2.5 million subscribers and over one billion views in under three years, with 85% of viewers under 34, Khari said. This growth pace rivals YouTube stars like Mr Beast but without deviating from their consistent creative brief.
Khari’s core content strategy is called “the show starts at minus 10 seconds,” meaning videos hook viewers immediately with compelling thumbnails and introductions, encouraging them to watch until the end. This engagement signals YouTube’s algorithm to promote Channel 4.0 content to similar viewers.
Khari credited former Channel 4 CEO Alex Mahon for fostering a culture that embraces YouTube as a vital distribution platform, not an adversary. He noted that while linear TV remains relevant, YouTube allows Channel 4 to transcend traditional boundaries and reach global audiences.
