Half of core demo have registered for 4oD

Half of all 16-24 year olds in the UK have registered to use Channel 4’s on-demand platform 4oD.

The broadcaster recently launched a voluntary registration process, giving registered users a range of additional services, including exclusive content and playlists. Sarah Milton, Head of VOD at 4oD, Channel 4 told delegates at the Digital TV World Summit in London this morning that the registered base for 4oD had passed six million, with new users registering at a rate of over 10,000 per day. Of that total, 70% are aged 16-34 and 35% are aged 16-24 years. Around 60% of all 4oD views are from registered users.

Milton said that while on-demand was generally still a small proportion of all Channel 4 viewing, it was growing and for some specific content was considerable. Over a quarter of views of series three of science fiction drama Misfits were made via 4oD, for example, while 26% of views for New Girl were also made on the platform.

Milton said the registration process was “just a first step in establishing a two way relationship”.

4oD is currently available on 12 devices with mobile and tablets accounting for 15% of all views, up from just 1% a year ago.

Channel 4 was one of the first broadcasters in the world to launch a VOD platform in 2006 and is on course to rack up half a billion streams this year.