• WTF is 4Youth? If you’ve ever wondered what is going on with the ever changing, hard to reach audience of 16-24s… well, thi ... s is the place for you! 4Youth is our umbrella brand where we host a variety of different tools, projects & segmentation's that explore everything youth. • Tell me more! What tools sit under 4Youth? - 4YOUTH COMMUNITY: An online community with 1000+ 16-24 year olds. We put your questions to them each & every week to get the insight you need on this hard to reach and rapidly evolving audience. Contact us to put a question to the community! • Tell me EVEN more! What projects sit under 4Youth? - BRAND CLOSENESS: At Channel 4 we have a heritage with the youth audience. For this project, we look into the relationships young people have with brands. This looks at over 200 brands, across 12 product & service categories. - NATION STATION: An initiative taking a proactive approach in visiting 16-24s throughout the nation. We get the downlow on what young people think about Channel 4 & a variety of subject areas, through running focus groups. • LOVE IT! & tell me EVEN more than that! What segmentation's sit under 4Youth? - AV:IDS: AV:ID stands for Audio Visual Identities and is a segmentation that divides 16-24s into segments based on their video viewing preferences – updated in 2019. We're going beyond sharing our findings with you, we’ve coded the segments into our 4Youth community so you can put your questions directly to them. - UK TRIBES: The UK Tribes project began in 2005 and was based around the simple idea that not all young people are the same. Over the 15 years that have passed since then we have done multiple segmentations. Whilst the individual Tribes are always evolving, we think the 5 macro-segments hold true: Mainstream, Leading Edge, Urban, Aspirant, Alternative. Using our 4Youth community, brands can even ask questions to specific segments if they wish! We hope you find this useful! Any questions please let us know :) read more