In what may well become a trend as 2014 progresses, UK broadcaster Channel 4 has pulled its long form shows from its YouTube channel in an attempt to direct more viewers towards its own online offerings. Already a significant pioneer in mining Big Data from its audience, this brings the metrics of another section of the online viewership back under the broadcaster's control, as well as maximising ad revenue. Those trying to access its shows now simply come across the following statement: "As you may have noticed, we've now removed all full episodes of Channel 4, E4 and More4 programmes from our 4oD channels on YouTube. "As a not-for-profit broadcaster funded by advertising, we put our money back into the programmes themselves. To make the best of this investment, we've decided to focus on bringing online viewers of our full-length shows to our own 4oD apps - such as those on iOS, Android and channel4.com. "These apps also allow us to encourage more viewing by recommending programmes we think people will appreciate, and to provide viewers with additional services." Previews, clips, and trailers etc are still available.