S4C has announced a collaboration with YouTube, expanding its presence across the platform. Focusing on audience growth and improving discoverability, the partnership will inform the Welsh-language broadcaster’s digital strategy as it pursues its aim to become digital-first.
With 1.1 million hours of S4C’s content watched on the platform last year, the collaboration aims to provide greater insight into audience behaviour and trends, supporting the broadcasters ambition to reach more online viewers.
Initially, the broadcaster’s news service, Newyddion S4C, will launch its own channel, ahead of next month’s Welsh Parliament election. Live streams on YouTube will begin with the election debate Y Ddadl Fawr and S4C’s live election results programme.
Special content will be commissioned for the news and current affairs channel, along with original S4C digital news content in the form of YouTube shorts.
Geraint Evans, S4C’s chief executive, said, “The recent discussions I’ve had with the heads of YouTube UK have been positive, and I’m grateful for their willingness to work with S4C as we aim to make Welsh-language content more discoverable on such a popular platform. Recent data shows us that young people, in particular, are spending significant time on YouTube, and through this partnership we can commission, tailor and publish content to attract wider audiences. The aim is to meet people where they are, rather than waiting for them to come to S4C.”
Alison Lomax, MD, YouTube UK, added, “We are thrilled to partner with S4C as they successfully ‘supercharge’ their digital presence and bring the vibrant Welsh language and culture to a global stage. From the high-energy, social-first sketches on Hansh to the global culinary adventures of Chris ‘Flamebaster’ Roberts, S4C’s content consistently pushes creative boundaries while maintaining high production standards. By doubling their watch-time and engaging new audiences with YouTube-first series like those featuring Ollie Cooper and Tanwen Cray, S4C is proving that local heritage can become a powerful, world-class digital brand.”
