Channel 4 is a global pioneer when it comes to partnering with video sharing and social media platforms to reach viewers where they are. This distribution strategy is about more than drawing viewers back to Channel 4’s own streaming service – as witnessed by the broadcaster’s commitment to long-form programming on YouTube. The big question is how a broadcaster makes money with this model. This discussion focuses on how Channel 4 is successfully monetising its distribution across YouTube (where the broadcaster sells its own ads), TikTok (where advertisers can choose placements next to premium publishers thanks to Pulse Premiere), Spotify and other platforms. We explore the practicalities of ad-funded distribution beyond owned-and-operated properties. Expect advice on how to make this work commercially.