Is S4C Shifting to a Digital-First Content Strategy?

S4C is set to shift its focus towards "digital first" content in an effort to engage younger audiences, as outlined in its new five-year strategy running until 2030. The broadcaster plans to invest almost £1 million in new YouTube programming aimed at viewers aged 25 to 44, while also seeking to connect with those who are "less confident in their Welsh." This strategy may, however, lead to an increase in repeats and a decrease in original programming on traditional linear channels.

Last updated: 21 October 2023 (BST)

Key Takeaways

• S4C will adopt a "digital first" approach to attract younger viewers.
• Investment of nearly £1 million in YouTube content targeting audiences aged 25 to 44.
• Shift may result in more repeats and fewer original programmes on traditional channels.
• New strategy developed in response to changing audience habits and market competition.
• Focus on creating Welsh language content relevant to younger audiences.

The Shift to Digital First

The digital landscape is evolving rapidly, and S4C's new strategy reflects a necessary adaptation to contemporary viewing habits. As Geraint Evans, S4C's chief executive, stated, "We'd be doing our audience a disservice if we weren't going digital first." This shift comes in response to what has been described as "unprecedented" changes in the media climate, including financial uncertainties and increasing competition from global streaming platforms.

Understanding the Audience Dynamics

Current statistics reveal that 14% of S4C's viewing hours are now attributed to online platforms such as iPlayer, S4C Clic, and YouTube. This percentage is on an upward trajectory, particularly among the 16 to 44 age demographic, where one-third are reportedly consuming content via digital platforms. This trend underlines the importance of adapting content delivery methods to suit the preferences of younger viewers who are increasingly turning to smart TVs and mobile devices.

Challenges Ahead

Despite the promising shift towards digital, the landscape presents challenges. S4C's existing strategy, which runs from 2022 to 2027, is being replaced as a proactive measure rather than a reactive one, highlighting a need to remain agile in an ever-changing media environment. There is a palpable sense of urgency, especially as the renewal of the licence fee in 2027 looms, adding another layer of financial pressure.

Content Creation and Welsh Language Promotion

One of the cornerstones of S4C's strategy is to enhance the prominence of the Welsh language in digital media. The broadcaster aims to create content that resonates with younger audiences, particularly those who may feel less confident in their Welsh. "They are the viewers of the future," emphasised Evans, suggesting that S4C must produce compelling Welsh-language content that is relevant to contemporary lifestyles.

Innovative Programming Initiatives

To this end, S4C is planning to commission more digital-only content. A notable example is the upcoming launch of "Yr Alwad," a vertical drama set to debut on S4C's TikTok channel. This initiative reflects a broader trend in media to create content specifically tailored for platforms popular among younger viewers, thereby fostering a sense of engagement and accessibility.

Competing in the Digital Age

As S4C moves forward with its digital-first strategy, the emphasis will also be on live streaming and ensuring that programmes remain available on catch-up platforms for extended periods. This approach aims to meet the needs of viewers who may not have the time or inclination to watch live broadcasts. Additionally, by diversifying the types of content available, S4C hopes to cater to a wider audience, even if that means not every programme will be available across all platforms.

Balancing Tradition with Modernity

While the digital-first strategy is crucial, S4C acknowledges that traditional television will continue to play a role in its offerings. Mr Evans clarified, "S4C will still exist on traditional television while traditional television exists." This dual approach is essential for broadening the audience base while still preserving the Welsh language and culture through accessible content.

Community and Cultural Impact

Ultimately, S4C's strategy is about more than just numbers; it's about cultural preservation and community engagement. Delyth Evans, the new chair of S4C, noted the importance of demonstrating value for money and high-quality content. This commitment extends to supporting the creative sector in Wales, which is vital for the local economy and cultural landscape.

Future Steps and Considerations

The path ahead for S4C includes not only adapting to changing viewer preferences but also advocating for the Welsh language in a digital context. The broadcaster's leadership is clearly focused on innovation, and the success of this strategy will depend on how effectively it can engage younger viewers while maintaining the integrity of Welsh culture.

FAQs

What is S4C's new strategy focused on?

S4C's new strategy prioritises a "digital first" approach to attract younger audiences, with significant investment in online content aimed at viewers aged 25 to 44.

How much is S4C investing in new content?

The broadcaster plans to invest almost £1 million in new YouTube content as part of its strategy to enhance its digital presence and audience engagement.

Will traditional programming be affected by the new strategy?

Yes, the shift towards digital content may lead to an increase in repeats and fewer original programmes on traditional linear channels, reflecting modern viewing habits.

What age group is S4C specifically targeting with its new strategy?

S4C is particularly targeting audiences between the ages of 25 and 44, while also focusing on younger viewers aged 16 to 44 who are increasingly consuming content digitally.

How does S4C plan to support the Welsh language?

S4C aims to create relevant Welsh language content that resonates with younger viewers, especially those who may not be fully confident in their Welsh, ensuring cultural preservation.

The evolution of S4C's strategy illustrates the broadcaster's commitment to adapting to the digital age while championing the Welsh language. As viewing habits continue to shift, will S4C successfully engage the younger audience it seeks? #S4C #DigitalFirst #WelshLanguage