S4C to put more emphasis on 'digital first' content

A new five year strategy will see almost £1m invested in new Youtube content

S4C has said it will put more emphasis on "digital first" content to attract younger viewers as part of a new five-year strategy up until 2030.

With almost £1m being invested in new YouTube content aimed at audiences between 25 and 44, the broadcaster said it would also do more to reach those who are "less confident in their Welsh".

But the changes could mean more repeats and fewer original programmes on the traditional linear channel, as the focus moves to "creating content that aligns with modern viewing habits".

"We're just following the trends," said S4C's chief executive, Geraint Evans, adding: "We'd be doing our audience a disservice if we weren't going digital first."

Although S4C's current strategy runs from 2022 to 2027, the broadcaster has now decided to replace it with a newer one as a response to "unprecedented" changes in the media climate.

These, say the strategy document, include changes in audience habits, financial uncertainty ahead of the license fee renewal in 2027, and increasing competition from international streaming companies and digital media.

The new strategy will also aim to improve S4C's reach and profile, and continue to financially support Wales' creative sector.

S4C's chief executive, Geraint Evans, says the broadcaster is just "following trends"

The changes come following the appointment of Delyth Evans as the new S4C chair earlier this year, following a turbulent time for the broadcaster in which former chair Rhodri Williams left his post in 2024.

"It's important that we stay ahead of the game," said Delyth Evans.

"So I feel strongly that we need to show as S4C that we're providing value for money, and that our content is of the highest quality.

"We can't sit back and expect everything to stay the same. We have to show politicians and our audiences that we're ambitious, creative and ready for change."

The former Labour politician Delyth Evans took over as chairwoman for S4C in May

The latest figures show that 14% of S4C's viewing hours now come through iPlayer, S4C Clic and YouTube, a proportion which is growing year on year.

An even greater increase had been seen in the 16 to 44 age range, said the channel, with a third now watching on digital platforms – although mainly through smart TVs.

The digital first ethos will be increasingly important, said the report, as S4C aims to "compete, innovate, and make the Welsh language prominent in the digital age".

This will include "encouraging more online viewing", an increasing use of live streaming, and keeping programmes on catch-up platforms for longer.

More digital-only content will also be commissioned, such as Yr Alwad – a vertical drama set to debut soon on S4C's TikTok channel.

The changes are part of a need to curate content for varying audiences, says S4C, with content not always appearing on multiple platforms in the future.

"S4C may not be everything to everyone all the time, but our goal is to offer something for everyone," said the report.

The strategy also notes a need to "move beyond filling a TV schedule… [to create] content that aligns with modern viewing habits".

"S4C will still exist on traditional television while traditional television exists," Mr Evans added.

"But we have to widen the audience who turn to S4C, because that's the way to save the Welsh language."

That means appealing to younger audiences, including those who may have grown up in bilingual households or are "less confident in their Welsh".

"They are the viewers of the future," added Ms Evans.

"What's important is that we create Welsh language content that's relevant to the way they live their lives, and appeals to them.

"Many of them currently watch all their content in English – that's not what we want for the future of the language.

"We have to create content that appeals to them in Welsh. It's already happening, but we need to do more."