S4C recorded its best weekly viewing figures via BBC iPlayer in the first week of the year, according to new data usage figures.
The Welsh broadcaster's content registered almost 350,000 streams between January 1 and 7, an uplift of 22% year on year, with the separate on-demand S4C Clic service also growing by a similar figure.
"As viewing habits change, the challenge for S4C is to ensure that our content is available to viewers on whatever platform suits them," said Geraint Evans, S4C's joint interim chief executive.
"Our programmes need to create noise and make an impression because of all the competition that exist. These latest figures show that the multi-platform strategy is succeeding.
"We are aiming to enrich the viewing experience on iPlayer through our partnership with the BBC, while at the same time trying to ensure that S4C Clic is available on more viewing platforms.
"Our thanks go to S4C staff and our partners in the sector here in Wales, for the ingenuity and creativity that attracts our audience to the content."
Key drivers for S4C this year so far have included the game between Shrewsbury Town and Wrexham, the rugby clash between the Scarlets and the Dragons, and the drama boxset Bariau.
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