Viewing figures released today along with latest HIV testing data shows the powerful impact of Channel 4’s drama It’s A Sin.
Written by multi-BAFTA award-winning writer Russell T Davies the series has amassed 18.9m views on All 4*. It is the streaming service’s biggest ever instant box set and the most binged to date, contributing to record All 4 growth in 2021.
On Channel 4 It’s A Sin attracted an average audience of 2.3m viewers per episode and a 10.4% share of the viewing audience at 9pm on Friday nights (based on consolidated viewing - taking account of time-shifted TV viewing over a seven day period). The series’ debut episode was Channel 4’s biggest drama launch in three years among young viewers (18.4% share of 16-34 year old viewers).
On the first day of National HIV Testing Week orders of HIV tests more than tripled compared to the charity’s previous biggest day of orders. Across the week over 17k orders of HIV tests were placed – more than double the number ordered during the previous National HIV Testing Week (8.2k).
Ian Katz, Chief Content Officer, Channel 4 said: "It’s thrilling that It’s a Sin has touched so many people in in such a powerful way. It’s a wonderful example of how great television can emotionally engage millions of people and leave a real legacy of positive change – just what Channel 4 is there for."
Ian Green, Chief Executive at Terrence Higgins Trust, said: "It’s A Sin has had an amazing impact and I’m thrilled the series has been so successful. The series examines a time in our history we must never forget – when people were dying of a mystery illness and we didn’t know why. But it’s also important that everyone knows how much HIV has changed since then thanks to massive improvements in preventing, testing for and treating HIV. You can now live a long, healthy life with HIV and effective treatment means you won’t pass on the virus to anyone else. We’ve seen the ‘It’s A Sin effect’ on National HIV Testing Week with tests being ordered at a faster rate than ever before off the back of the series. That’s a brilliant legacy for the series."
Dr Laura Waters, BHIVA Chair said: "Thanks to 'It's a Sin,' HIV is a hot conversational topic for a mainstream audience and, for many, for the first time! This gives a huge opportunity to communicate the facts about HIV today through popular media. HIV treatment is one of the biggest successes in modern medicine - the vast majority of people living with HIV now have a normal life expectancy, and effective medication means there is zero risk of transmission to sexual partners."