Channel 4’s coverage of the Paris Paralympics is reaching a large audience according to the British broadcaster’s viewing figures.
Over 17.4million viewers across both linear and streaming channels watched the Paralympics on Channel 4, as of 5 September 2024.
This marked a 4% increase over the same stage in Tokyo 2020. Streaming views rose particularly strongly, up 97% from Tokyo 2020 three years ago – the Tokyo Games having been postponed by one year due to COVID-19.
Channel 4 estimates that it has secured an audience share of 9.1%, based on data from the Opening Ceremony and the first six days of the event. This is a 25% increase on Tokyo 2020, 5% on Rio 2016 and 79% against its average share throughout the rest of the year.
Paralympic coverage seems to have resonated particularly well with younger audiences. The broadcaster reports a 12.8% share among the 16-34 age group, a 56% increase on Tokyo 2020, with coverage of the Opening Ceremony attracting a share of 22.5% with this age group.
Channel 4’s focus on streaming and social media may have helped in this regard, with the outlet making greater use of YouTube – a popular platform with people in the 16-34 age group – than in previous tournaments.
Marketing may have also played its role, with Channel 4 having distinguished itself in this regard at the London 2012 and Rio 2016 events with the widely-acclaimed ‘Meet the Superhumans’ and ‘We’re the Superhumans’ adverts.
Pete Andrews, Channel 4’s Head of Sport, said: “We are so excited that the Paralympics have captured the public’s imagination and in particular how the amazing performances of ParalympicsGB have struck a chord with younger viewers.
“We have tried to make these games as accessible as possible for everyone and showcase the fun and drama of this brilliant event. Hosting the streams on YouTube has been a big hit with the viewers and it’s fantastic to see audiences flock to our coverage across linear, streaming and social.”
The BBC was a longstanding broadcaster of the Paralympics, but this changed in 2012 when Channel 4 secured the rights. It has subsequently broadcast the 2016, 2020, and now the 2024, editions of the event. The BBC retains the rights to the Olympic Games, with its coverage also enjoying considerable success this summer.
