Channel 4 reports return of younger viewers


All4 is reported to have had its best ever day on record, as younger viewers return to Channel 4.

The public broadcaster reported an uptick in the number of 16-34 year olds accessing its linear and online services since restrictions on movement were imposed across the country.

Research for Channel 4 found that as the youngest-skewing public broadcaster, it has been experiencing the largest growth in viewing among 16-34s, with last week experiencing 38% year-on-year growth.

It says that young people have been "increasingly turning to the TV as a method of distraction and entertainment and Channel 4 has been responding to those audience needs, evidenced by programming such as Gogglebox, Derry Girls, First Dates, Brooklyn Nine-Nine and The Last Leg being frequently mentioned by respondents."

Gogglebox’s average overnight audience has increased by +21% this year, with the show enjoying its best figures since 2016.

All 4 achieved its biggest day of viewing ever on Saturday 28th March, according to Channel 4, with a 10% increase on its previous highest performing day last year. The broadcaster also said that last week All4 attracted the "highest number of views in a single week in its history", although it didn't provide a detailed breakdown of figures.

Martin Greenbank, Head of Advertising Research and Development, Channel 4 said: 
Using our own consumer insight panels is a cornerstone in understanding what our audience thinks, does and feels. This new research really gets under the skin of how our viewers are adapting to these challenging times, through qualitative findings that go deep into the ‘why’, as well as the ‘what’ is changing in their behaviour. Young viewers in particular are placing their trust in TV over any other source of information, finding comfort in programming at a time of crisis when they’re watching significantly more TV.



[Channel 4 press]