New drama It’s a Sin has helped All 4 achieve its biggest ever month of streaming.
Figures for January 2021 show the Channel 4 streaming service saw a 91% uplift on the number of views it won for the same month in 2020.
The series has already had 6.5 million views on All 4, making it the streaming services’ biggest ever instant box set, third biggest series to date and most binged new series ever. Episode one has become All 4’s most popular drama launch on record.
Created by the multi-BAFTA Award-winning writer Russell T Davies (Queer As Folk, A Very English Scandal, Years and Years, Doctor Who), It’s A Sin follows the story of the 1980s, the story of AIDS, and charts the joy and heartbreak of a group of friends across a decade in which everything changed.
The entire series was made available on All 4 on January 22nd.
Ian Katz, Chief Content Officer said: “The extraordinary performance of It’s a Sin is a reminder that powerful drama with something important to say about the world can also be commercially successful. It has also demonstrated how our strategy of box-setting shows on All 4 can bring a greater combined linear and digital audience to a show than a traditional release pattern.”
The launch was accompanied by a social media campaign with exclusive content reaching 4 million users across Facebook, You Tube, Twitter and Snapchat whilst the show’s hashtag #ItsASin was seen by over 83m people.
After seven days’ consolidation (taking account of time-shifted viewing on a TV over that period) the series’ launch episode pulled in an average audience of 3.3 million viewers and 14.5% share of the viewing audience.
