4oD continues to grow

4oD, the on-demand platform operated by UK broadcaster Channel 4, attracted 31 million long-form views in August, up from 29 million a year earlier.

The platform had a total of 273 million views of Channel 4 content in the year to the end-August, a 20.6% year-on-year increase. Viewers spent an average of 25.4 minutes watching each programme, with each user spending an average of two hours using the platform each month.

Comedy is the most popular 4oD genre, accounting for 9.5 million views in August. The Inbetweeners was the most-watched series, attracting 5.7 million views across its three series.