Channel 4 and Amazon Ads partnership brings iconic shows to Amazon DSP

Amazon Ads and Channel 4 today announced a programmatic integration giving advertisers direct access to Channel 4's premium streaming ad inventory through Amazon DSP.

The partnership will bring together Channel 4's streaming content with Amazon's leading advertising solutions and significantly expand the U.K. streaming inventory available to advertisers through Amazon DSP. The new integration will be available to advertisers from Q3 2026.

Advertisers in the U.K. will be able to reach Channel 4’s streaming audiences through Programmatic Guaranteed deals, which provide reserved, guaranteed access to premium inventory, and Private Marketplace deals, which offer curated, invitation-based auctions. It will enable brands to plan and manage campaigns across an expanding portfolio of premium publishers including Prime Video, Netflix, and Disney—all from one place.

Channel 4 achieved its biggest ever Q1 streaming audience in 2026 with consolidated BARB data showing Channel 4 attracted over twenty billion streaming minutes across the first three months of 2026.

“In response to market demand for greater flexibility and scale in programmatic, this integration with Amazon perfectly aligns with our advertiser-led, agency-aligned strategy and our commitment to continuous innovation,” said Rak Patel, Channel 4’s Chief Commercial Officer. “By making Channel 4’s distinctive content available via Amazon DSP, we’re making it easier than ever for brands to plan and activate campaigns with real impact—enabling seamless setup across multiple premium CTV publishers in one place.”

“Channel 4 is one of the U.K.'s most iconic broadcasters, and this integration gives advertisers a powerful new way to reach streaming audiences at scale,” said Phil Christer, Managing Director, U.K., Amazon Ads. “By removing complexity from video planning and buying, we are helping brands focus on what matters most: connecting with the right audiences at the right moment.”

Amazon DSP provides choice and flexibility to drive meaningful moments between brands and consumers and uses advanced AI to deliver impactful advertising to relevant audiences through automation, which streamlines campaign planning, buying, and measurement.