Welsh-language broadcaster S4C has unveiled a strategic partnership with YouTube as it accelerates its transition to a digital-first broadcaster.
The collaboration will see YouTube play a more central role in shaping S4C’s digital strategy, with a focus on audience growth, improved content discoverability and deeper insight into viewing behaviour. The move builds on existing traction, with S4C content generating 1.1 million hours of viewing on the platform over the past year.
As part of the first phase, Newyddion S4C is launching a dedicated YouTube channel ahead of the upcoming Welsh Parliament elections. Coverage will include live streaming of the leaders’ debate Y Ddadl Fawr on 23 April, followed by continuous election results programming on 8 May.
S4C is also commissioning YouTube-first content to target younger and digital-native audiences. This includes the documentary series Sara Manchipp: Into the Manosphere, short-form news output via YouTube Shorts, and a slate of original entertainment formats such as short-form comedies and extensions of existing brands including Cabarela and Rhwydwaith Menywod Cymru.
Live sport will remain part of the offering, with football, rugby and darts among the content used to broaden reach beyond Wales and attract UK-wide audiences.
Chief executive Geraint Evans said the partnership reflects a shift in how the broadcaster engages audiences. “The aim is to meet people where they are, rather than waiting for them to come to S4C,” he said, pointing to strong youth engagement on YouTube.
The move forms part of S4C’s five-year strategy, More Than a TV Channel, which positions digital platforms at the core of its future growth. For YouTube, the partnership highlights the increasing role of public service broadcasters in building global audiences through platform distribution, particularly for culturally specific and minority-language content.
