[Jon]

This will cause confusion to those who currently use All 4 - they may think they're watching a TV channel rather than a streaming service. 

Don’t be silly.

Yes, that’s not the issue, you may have the issue of them needing to call it ‘on channel 4’s streaming service’ when referring to it on linear which is a bit clunky although ‘stream now on Channel 4’ or ‘on the Channel 4 app’ might work.