The Great British Bake Off is to air on Disney+ under a new deal aimed at luring more young viewers to Channel 4.
The hit baking show, which now counts Nigella Lawson among its presenters, will be available to watch live on Disney’s streaming service in the UK and Ireland from early next year.
Under the terms of the partnership, Channel 4’s main TV channel will broadcast on Disney+, allowing viewers to tune in live to favourites such as Bake Off and Gogglebox, as well as the broadcaster’s news coverage.
The agreement also includes on-demand access to selected new shows, including upcoming comedy series Stepping Up, starring Denise Welch, and reality show Celebrity SAS: Who Dares Wins.
In addition, Disney+ subscribers will be able to access hundreds of hours of programmes from Channel 4’s back catalogue, such as Big Mood, Tip Toe and 24 Hours in A&E.
Channel 4 is hoping to tap into new audiences as it scrambles to reverse an exodus of young viewers to streaming rivals and social media apps such as YouTube and TikTok.
While the broadcaster has a remit to serve 16 to 24-year-olds, official viewing figures show that more than three quarters of its total viewing hours come from people aged 45 or older.
Priya Dogra, the chief executive of Channel 4, said the youth-focused broadcaster was “leaning into partnerships with like-minded organisations”.
She told The Telegraph: “Audience habits are evolving and Channel 4 needs to evolve to meet those habits. This is about how we are taking action to own our future.”
Ms Dogra has previously said Channel 4 was open to putting its shows on iPlayer, but has pushed back against suggestions that the broadcaster could be merged with the BBC.
Karl Holmes, Disney’s European streaming boss, said the deal would give Disney+ subscribers access to Channel 4’s “innovative, buzzy and talked-about shows”.
He said it underscored how the US media giant was “doubling down” on local programming to help bolster its catalogue of blockbusters and animated favourites.
Disney+ has already enjoyed major success in the UK with Rivals, which is scheduled to return for the remainder of its second series next month.
It follows a similar deal struck between ITV and Disney last year as Britain’s beleaguered public-service broadcasters seek partnerships with streaming giants in an increasingly competitive market.
Channel 4 and Disney did not disclose commercial terms of the licensing deal, though the broadcaster will retain advertising revenues from its live channel while Disney will keep ad sales from on-demand programmes.
Channel 4 programmes will be available from a dedicated section of the Disney+ app under the broadcaster’s branding.
It comes in the midst of heavy cost-cutting at Channel 4, which is cutting around a quarter of its workforce in the biggest redundancy round in its 40-year history.
Bosses are seeking to shore up the company’s balance sheet after it posted a £10m deficit last year.
The broadcaster, which is publicly owned but commercially funded, has also secured permission from the Government to access the remaining half of a £150m debt facility.
Ms Dogra, who took over as chief executive in March, is also seeking to breathe new life into Channel 4’s programming.
She has appointed David Brindley, the TV producer behind Educating Yorkshire and Race Across the World, as Channel 4’s new director of programmes, replacing Ian Katz, the long-serving content boss.
