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# Cream Skim: Channel 4 makes Nivea-backed branded format for YouTube, not TV
- URL: https://www.medianexis.com/cream-skim-channel-4-makes-nivea-backed-branded-format-for-youtube-not-tv/
- Published: 2026-09-21T17:59:40.000Z
- Updated: 2026-09-21T17:59:41.000Z
- Description: Channel 4 has partnered with Nivea’s Black & White deodorant on a branded entertainment format built for its YouTube channel rather than linear TV.
- Author: The Signals Desk
- Tags: Creators, Miquita Oliver, Channel 4 partners with Nivea on YouTube format

**Why it matters.** Broadcasters like Channel 4 now compete for brand budgets by building sponsor-funded content natively for YouTube rather than treating it as a spillover for TV formats.

*Signal from* [*c21media.net*](https://c21media.net/?ref=medianexis.com) *·* [*Miquita Oliver*](https://www.medianexis.com/tag/by-miquita-oliver/) *·* [*read the original*](https://www.c21media.net/news/channel-4-partners-with-nivea-on-youtube-branded-entertainment-format/XXX?ref=medianexis.com)*.*