Channel 4's video on demand wing All 4 has just reported its most-viewed quarter thanks to record audiences tuning in and binging boxsets, particularly later in the quarter during lockdown.
The quarter saw the highest monthly, weekly and daily views in All 4’s history, driven by titles including Friday Night Dinner, Gogglebox, The Great Celebrity Bake Off for Stand Up To Cancer, Hollyoaks, Celebs Go Dating and Brooklyn Nine-Nine.
Views during the nation’s first two weeks of lockdown increased by 37% year on year, and by 30% among Channel 4’s key demographic of 16-34 year olds.
All genres demonstrated growth, with the biggest increases coming in factual entertainment (+46%), documentaries (+43%) and drama (+40%).
Gogglebox views on All 4 were up an average viewing of 53% compared to the previous series. The launch of the latest series of Friday Night Dinner marked All 4’s biggest-ever comedy episode and its third-biggest ever title - behind only Leaving Neverland and The Great British Bake Off.
Of course, it is not all good news. The broadcaster has made stiff cuts in anticipation of an ad spend downturn. For marketers, the upside is that TV hasn't been so cheap or widely viewed in years.
Dave Cameron, chief product officer of Channel 4, said: “It is more important than ever that we continue to serve our All 4 audiences with all their favourite shows, from box-set binging to catch-up - across all devices and on-demand. These Q1 figures are really encouraging, and the uplift in our valued young audiences turning to us during lockdown is something we are particularly proud of.”
Finally, Channel 4 outlined that 73% of all viewing takes place on a TV.