Voters in Wales will soon go to the polls to elect members of an expanded Senedd (Welsh parliament) under a new proportional voting system. As the campaign has developed, public service broadcasters have sought not only to report events but to educate, inform and engage audiences with an unfamiliar electoral process.

Our analysis suggests they are increasingly doing so through digital platforms. We analysed all election news content produced online and on social media by major broadcasters between April 8 and April 24, including BBC Wales, ITV Wales, S4C, Channel 4 and Sky News.

The findings point to a move towards formats designed for audiences who are more likely to encounter news online than through traditional television.

This matters because people increasingly come across political content passively, through algorithmically curated feeds rather than actively seeking it out. In that environment, the type of content produced – and how it’s presented – can play a decisive role in shaping public understanding of the election.

One prominent feature of digital coverage has been the use of explainers. These aim to demystify the election by breaking down how the........

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