All 4 achieved its biggest ever month of streaming in January 2021 with almost double the number of views compared to the same month last year (+91%) thanks to the huge success of brand new five-part drama It’s A Sin.
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.
Launching to critical acclaim on Friday 22nd January the entire series was made immediately available to stream on All 4, contributing towards its biggest ever week and month of viewing.
During its debut week Channel 4’s exclusive It’s A Sin social content reached 4 million users across Facebook, You Tube, Twitter and Snapchat whilst the show’s hashtag 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. It’s impressive 18.4% share of 16-34 year old viewers makes it Channel 4’s best drama launch for young viewers in three years (Since Kiri, Jan 2018).
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. It's been a key driver of All 4 viewing in a month that has seen our digital viewing on our own platforms up by more than 90% compared to the same period last year.”