Source · Select Committees · Public Accounts Committee
Recommendation 24
24
Accepted
BBC struggles to maintain relevance and appeal among younger audiences aged 16-34.
Conclusion
The BBC faces a significant challenge in maintaining relevance among younger audiences. In 2024–25, only 67% of those aged 16–34 used BBC services weekly, compared with 96% of those aged 55 and over, and below the BBC’s own target of 70%.52 Furthermore, only 51% of 16–34-year-olds felt the BBC reflected people like them, a figure described as “a really significant challenge” by the BBC, who acknowledged the need to improve reach and relevance without compromising editorial standards.53 The BBC’s own research shows that while overall usage remains high, the downward trend among younger cohorts highlights the risk to the BBC’s mission to serve all audiences.54
Government Response Summary
The BBC is committed to delivering outstanding value to all audiences as a universal public service, and to serving younger digital-first audiences and making services available to unconnected audiences; they cite usage stats and initiatives.
Government Response
Accepted
HM Government
Accepted
5.1 The BBC agrees with the Committee’s recommendation. Recommendation implemented 5.2 The BBC is committed to delivering outstanding value to all audiences as a universal public service, and to serving younger digital-first audiences and making services available to unconnected audiences. The BBC’s digital-first strategy aims to serve all audiences, while keeping in line with its commitment to universality. 5.3 The BBC is the only UK brand in the top five most used for media by UK young people between the ages of 16-34. In 2024/25, 70% of under-16s used BBC TV/iPlayer, Radio or Online each week on average (69% in 2023/24). Half of under 16s used the BBC’s children’s and education services on average per week in 2024/25. 5.4 In the news market, BBC News is the most used provider, reaching 74% of UK adults on average per week in 2024/25 and peaking in the week of the UK General Election at 82% of adults overall and 71% of 16-34s. 5.5 2024/25 saw a 23% year on year increase in time spent with iPlayer. However, the BBC takes very seriously the risk of declining consumption among younger audiences and is exploring ways of delivering value to these audiences on popular third-party platforms (such as YouTube and TikTok) as well as on the BBC’s own destinations (such as BBC One and BBC iPlayer). Engaging in these activities does not, however, necessitate closures to the BBC’s broadcast portfolio of TV and radio services, which remain well-funded and delivering huge value to unconnected audiences who are among the BBC’s heaviest users. 5.6 UNBOXD is the BBC’s new engagement campaign for 16–24-year-olds. The campaign focuses on listening to what matters to young people and ensuring their needs are met as plans for the BBC’s future evolve. The BBC will be publishing results of this in early February 2026, which will inform its future strategic planning for younger audiences. 5.7 The BBC Next Generation Committee (NGC) was established by the Director General in late 2017 to advise the BBC Executive Committee and Senior Leaders, ensuring younger people’s voices and ideas are heard at executive level. The NGC is composed of 15-20 younger members of staff from across the organisation for a period of 12-18 months. In 2023/24, the Committee developed proposals on improving audience data literacy in content teams, expanding the BBC’s online gaming offer, and developing the internal structures for staff communication and teamwork. 5.8 Collectively BBC Local platforms reach over 20 million people every week, alongside record downloads on BBC Sounds. The BBC’s local cross-media reach (combining TV, radio and online) is currently 43.1%. The BBC’s increased focus on BBC Local online services also reflects changing audience behaviour. Ofcom reported that 70% UK adults are now consuming news via online sources. And now for the first time, more people access BBC Local services online than listen to BBC Local Radio services. This is the result of a long-term trend, and the shift is not exclusive to the BBC. 5.9 The BBC shares, alongside the other UK Public Service Broadcasters, the government’s ambition that any future digital transition is as smooth and equitable as possible for audiences. The BBC is fully engaged with the Department for Culture, Media and Sport’s Future of TV Distribution process.