Get to know, and build a relationship with our audience

Drawing on the data available to us – particularly through our BARB panel, as well as Clic and the iPlayer – we can identify what content performs well amongst different audience age groups, and across various platforms.

Indeed, this increased understanding of the various segments of our audience is essential in ensuring that our content appeals to them and meets their expectations. As part of the commissioning process, we now ask that producers outline which audience segment the proposed content is expected to appeal to, so that appropriate commissioning and publishing decisions can be taken.

This approach proved successful during 2023–24, with a clear increase in weekly reach for S4C content in Wales amongst the 16–24 (+31%) and 25–44 (+2%) age groups.

During that same period, our overall share of the television-viewing audience during peak hours remained stable or indeed increased compared to the previous year, with S4C capturing an average share of 7.9% of Welsh-speaking viewers, and 2% of the audience in Wales. This compares well to other linear broadcasters.

We also saw an increase in the proportion of Welsh speakers habitually viewing S4C content each month, up 12% on 2022–23 across all age groups. This is complemented by a broadly stable appreciation score for S4C content amongst Welsh speakers, which continued to compare favourably to those achieved by other public service broadcasters.