Case Study: 4Music lifts 16–34 viewership 117% and triples Twitter engagement with Spredfast

How UK's 4Music used on-air social integration to engage viewers

4Music and Box TV partnered with Spredfast to boost viewership among 16–34 year-olds and create a repeatable, social-first TV format that teaches audiences how to control on-screen content. Their challenge was to increase engagement and build consistent week-to-week interaction for the hour-long show Tweet to Beat, a versus format pitting global pop stars against each other.

Spredfast integrated live, on‑air Twitter polling with a real-time "Tug of War" hashtag battle, letting viewers vote via hashtags to decide the winner. The approach drove strong results: a 136% increase on slot average for the first show, a 117% jump in 16–34 viewing in week one, 3x higher Twitter engagement on broadcast days, trending hashtags (UK and worldwide), and the Justin Bieber vs One Direction episode reached 16.2 million and generated 100.2 million Twitter impressions.

4Music