S4C's viewing hours across its digital platforms have reached an all-time high. In its 2024–25 Annual Report, the broadcaster reports a 7% increase in digital viewing across Clic and iPlayer since last year, with 14% of all S4C viewing now happening on Clic, iPlayer, and YouTube.
S4C's long-term digital-first strategy appears to be paying off, as the broadcaster continues to offer more programming and content on YouTube and social media, and releases dramas as box sets. There has been significant growth in social media viewing, with a 75% rise in engagement across S4C’s main Facebook, Instagram, and TikTok accounts. The broadcaster’s digital news service, "Newyddion S4C," continues to thrive, with a 28% increase this year in the number of page views.
Despite strong competition in the broadcasting landscape, S4C’s weekly reach has remained stable across all platforms and is now higher in Wales than it was three years ago. Notably, viewership among those aged 45–64 in Wales rose to 104,000, the highest level in 12 years. Content appreciation has remained strong throughout the year, with some programmes achieving audience appreciation scores above 90.
S4C’s public image across Wales has also improved, according to its latest annual image tracking survey — among both Welsh- and non-Welsh-speaking audiences. The survey revealed that 75% of Welsh speakers who watch S4C believe it is a channel that reflects contemporary life in Wales. Furthermore, 73% feel that it successfully represents Wales and its people in all their diversity, while 86% agree that the channel supports the Welsh language through its programmes and content.
These figures come during a year of internal transformation at S4C, as the broadcaster welcomes new leadership: Chair Delyth Evans, Chief Executive Geraint Evans, and Chief Content Officer Llion Iwan. They continue the organisational and strategic work initiated by their interim predecessors, Guto Bebb and Sioned Wiliam.
On the content front, drama remained central to S4C’s offering, with "Cleddau" becoming S4C’s most popular series ever on iPlayer. New formats like "Marw with Kris" and "Cyfrinachau'r Llyfrgell" have won awards and captured new audiences, while "Amour a Mynydd" and "Y Llais" were especially successful among younger viewers, with over half of their audiences under 45.
Reflecting on the year, Geraint Evans, S4C’s Chief Executive, said: "‘It is a privilege to present my first report as Chief Executive of S4C at the end of a year in which we have developed our offer and service to viewers, expanded our presence on digital platforms and reinforced our internal identity and ways of working", expressed.’
FInally, S4C Chair Delyth Evans added: "‘I am proud that the organisation has continued to work closely with our partners in the production sector during this reporting period, providing quality content that inspires and reflects Wales. I look forward to building on this success," noted.
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