All 4 saw a 91 per cent rise in viewers during January compared to the same month in 2020, driven primarily by drama series It’s A Sin.
The series has already had 6.5 million views on All 4, making it the streaming services’ biggest ever instant box set, third biggest series to date and most binged new series ever. Episode one has become All 4’s most popular drama launch on record.
According to Channel 4, after seven days’ consolidation (taking account of time-shifted viewing on a TV over that period) the series’ launch episode pulled in an average audience of 3.3 million viewers and 14.5 per cent share of the viewing audience.
Ian Katz, chief content officer said: “The extraordinary performance of It’s a Sin is a reminder that powerful drama with something important to say about the world can also be commercially successful. It has also demonstrated how our strategy of box-setting shows on All 4 can bring a greater combined linear and digital audience to a show than a traditional release pattern. It’s been a key driver of All 4 viewing in a month that has seen our digital viewing on our own platforms up by more than 90 per cent compared to the same period last year.”
