Case Study: Channel 4 achieves faster, smarter experimentation with Optimizely

Channel 4 A/B test their way to primetime success using Optimizely

Channel 4, the British public-service broadcaster, needed a better way to test new ideas across its web, mobile app, smart TV, and console experiences while reducing risk and understanding the real impact of feature changes. Before working with Optimizely, the team struggled to validate assumptions at scale and isolate product effects from programming schedule changes, making it harder to optimize viewer engagement and ad revenue.

Optimizely provided Channel 4 with its Web and Feature Experimentation platforms, helping the broadcaster run faster, more reliable A/B tests with support from testing partner Good Growth. The results included a shorter-than-expected autoplay countdown that improved binge viewing and a Picture-in-Picture test that increased content watching without hurting ad value. Channel 4 has since launched more than 150 A/B tests in a year and doubled its experimentation velocity, showing clear measurable gains from Optimizely.

Channel 4

Laura Shelton

Optimisation Manager