How All 4’s My4 feature put personalisation at the heart of Channel 4 streaming

Channel 4 launched My4, a feature in its All 4 Android app, in August 2016, helping UK viewers quickly find and resume recently watched shows as the service reached a range of new Android phones.

TL;DR

• My4 helped users find and resume shows they had recently been watching.
• It launched in the All 4 Android app in August 2016.
• All 4 arrived on devices including the Samsung Galaxy S7 and HTC 10.
• Channel 4 built All 4 around personalised services for registered users.

What My4 actually did

According to Digital TV Europe, My4 was a nmmew feature in the All 4 Android app. It was designed to get users back into recent programmes quickly.

The launch coincided with All 4 reaching new Android devices. These included the Samsung Galaxy S7, Google Nexus 6P, LG G5 and HTC 10.

All 4 head of product Sarah Milton said the broadcaster was delighted that more people could now reach the app through Android. Digital TV Europe noted that All 4 first reached Android at the end of 2015.

Why personalisation mattered to Channel 4

My4 was not a standalone idea. Channel 4 had pitched All 4 from the start as a service that grows more personalised for registered users, according to its launch press release.

Keith Underwood, Channel 4’s director of strategy and technology, said All 4 built on the broadcaster’s digital heritage. He pointed to 4oD in 2006, when Channel 4 became the first broadcaster to offer long-form content on demand.

11 million
Viewers registered with Channel 4 at All 4’s launch
Source: Channel 4 press release

The same release said registered viewers would get tailored recommendations, exclusive content, downloads and access to the programme archive. That is the same promise My4 delivered on Android.

What it means for UK viewers

All 4 launched in the UK on Monday 30 March 2015, first on PC, iPads and iPhones. According to Channel 4, it replaced the 4oD brand across all platforms and offered free access to all Channel 4 content for registered users.

Channel 4 said one in two of all UK 16-to-34-year-olds were already registered. Viewers who want other ways to stream in Britain can see our guides to HBO Max’s UK date for Supergirl and how to watch Saturday Night Live in the UK.

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Reported from publicly available interviews and verified press sources. Last reviewed 4 October 2026.