This incredible TikTok clip from Channel 4’s ‘24 Hours in A&E’ demonstrates the power of broadcaster content on social and drove 5.5 million UK views. It exemplifies how Channel 4 wants to reach viewers where they are, contributing to 2.3 billion views across all social output in 2024. We hear about Channel 4’s distribution strategy as it looks to become the first public service streamer, including use of long-form content on YouTube and the arrival of Channel 4.0 [its digital-first service for 13-24s, rooted in youth culture] on Spotify. What do different social and video sharing platforms add to the mix, and how does a broadcaster grow views in these environments? Channel 4 also launched three streaming-only channels in 2025, initially on Freely, so we explore the role of this PSB-backed free-to-air platform. With France Televisions available on Prime Video and TF1 coming to Netflix, we ask what other digital distribution might work for Channel 4.