Industry

Welsh-language public broadcaster S4C is stepping up its digital transformation through an expanded partnership with YouTube, reinforcing its ambition to become a digital-first broadcaster. The collaboration will see S4C work closely with YouTube to shape its digital strategy, with a focus on growing audiences and improving content discoverability. The partnership is also expected to provide deeper insights into platform trends and audience behaviour, supporting the broadcaster’s efforts to expand its online reach.

YouTube already plays a significant role in S4C’s distribution strategy, with 1.1 million hours of its content viewed on the platform over the past year. The broadcaster is now looking to build on that momentum as part of its broader digital growth plans. As an initial move, S4C’s news service Newyddion S4C is launching a dedicated YouTube channel, strengthening its news and current affairs offering ahead of the upcoming Welsh Parliament election. Live coverage will include the leaders’ debate Y Ddadl Fawr on April 23, followed by a full-day livestream of election results programming on May 8.
To better engage YouTube audiences, S4C is commissioning platform-specific content, including the documentary series Sara Manchipp: Into the Manosphere and original short-form videos produced by its digital news team in the form of YouTube Shorts.

Beyond news, the broadcaster is also investing in YouTube-first entertainment, including a slate of seven short-form comedies set to launch on May 11, alongside additional content from existing titles such as Cabarela and the vodcast Rhwydwaith Menywod Cymru. Sports content remains a key pillar of S4C’s YouTube presence, with live coverage ranging from domestic football and rugby competitions to the British darts championship, which has recently attracted strong UK-wide audiences. The move aligns with S4C’s five-year strategy, More Than a TV Channel, launched in September 2025, which places digital growth at the core of its future vision.

Commented S4C’s Chief Executive Geraint Evans: “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.”
Commented Managing Director for YouTube UK Alison Lomax: “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.”