Welsh-language broadcaster S4C has announced a major strategic partnership with YouTube, marking a significant step in its ambition to become a digital-first media brand.
The collaboration will see S4C work closely with YouTube to shape its digital strategy, with a focus on growing audiences and improving the discoverability of its content. The partnership will also provide deeper insights into platform trends and audience behaviour, helping S4C reach viewers where they are increasingly spending their time.
YouTube already plays a key role in S4C’s digital presence, with 1.1 million hours of content watched on the platform last year. The broadcaster now plans to build on that momentum as it looks to further expand its online audience.
As an initial step, Newyddion S4C—the broadcaster’s news service—will launch its own dedicated YouTube channel ahead of the upcoming Welsh Parliament election. Live coverage will include the leaders’ debate Y Ddadl Fawr on 23 April, as well as S4C’s election results programme, streaming from 11am on 8 May through to the final result.
To engage YouTube audiences, S4C will commission platform-specific content for the channel. This includes the documentary series Sara Manchipp: Into the Manosphere and original short-form output via YouTube Shorts from its digital news team.
Beyond news and current affairs, S4C is also investing in YouTube-first entertainment. Upcoming releases include a slate of seven short-form comedies launching on 11 May, alongside further content from Cabarela and the vodcast Rhwydwaith Menywod Cymru.
Sport will remain a key pillar, with YouTube continuing to host S4C’s live coverage ranging from domestic football and rugby to the increasingly popular British darts championship.
The move supports S4C’s five-year strategy, More Than a TV Channel, launched in September 2025, which places digital growth at its core.
Geraint Evans, S4C’s Chief Executive, said:
“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.”
