S4C attracting younger audience
January 12, 2023
Welsh language broadcaster S4C reports it has succeeded in increasing its share of younger viewers.
Data compiled by the channel over the past nine months reveals that its share of viewing among younger audiences (16-44) is the highest that it has been since 2008. The channel also experienced a 35 per cent increase in its prime time viewing figures on live viewing and catch-up for the 16-44 age group for 2022/23 compared to the previous year. The latest figures also reveal a 20 per cent year on year increase from 2021/22 in the number of viewers choosing to watch their favourite prime time programmes on catch-up platforms such as S4C Clic and iPlayer.
“Getting to this point has not been easy and it’s certainly just the beginning of a long journey. Delivering high quality programmes is obviously central to everything that we do. But underpinning this, and perhaps even more important, is understanding the needs of our audiences and making sure that they can watch their favourite programmes at a time, place and platform that best suits them. In the busy modern world that we live in, that fluidity is important,” said S4C’s Chief Executive Sian Doyle.
“Having that awareness of the environment that we’re working in and being ready to move with our audience, allows us to concentrate on the bread and better of programme making and commissioning. We’re very lucky in Wales to have such a strong creative sector. At S4C, we’re extremely proud of the relationship we have with our partners and the independent production companies who produce so much of the excellent content that we’re able to share with our viewers. And really, it’s this new content, that’s driving the positive viewing figures that we’re seeing today. Our Christmas period viewing figures support this sentiment with newly commissioned programmes such as Gogglebocs Cymru and the return of a new series of Gwesty Aduniad and Yr Amgueddfa attracting record audiences,” continued Doyle.
“Looking back over 2022, it would be hard not to mention Wales’s first appearance at a World Cup in 64 years and our part as broadcaster in following Wales on their epic journey to get there. Our coverage of Wales’s matches at Qatar attracted record numbers to the channel and created a feel-good factor and momentum that we were determined seize upon. The team at S4C went over and above to make this happen and the many positives that stemmed from this, can be attributed to their endeavours. While it’s always nice to be able to comment on positive news, we know that we cannot afford to rest on our laurels. The New Year will undoubtedly bring its challenges but as long as we keep moving forward with our audiences, we should hopefully be on the right path,” concluded Doyle.