Source · Select Committees · Public Accounts Committee
Recommendation 25
25
Acknowledged
Fierce competition and fragmented media habits challenge BBC's engagement with younger audiences.
Conclusion
The BBC told us that it operated in an environment of “phenomenal competition” from global streaming platforms and social media, which had transformed audience behaviour.55 The BBC noted that younger audiences were increasingly fragmented in their media habits, with almost infinite choice, making it harder for the BBC to sustain engagement.56 It said that to stay relevant and ensure BBC content was surfaced and trusted by younger viewers, it had built the biggest news service on Instagram, was present on TikTok, and collaborated closely with YouTube.57 It also emphasised that the BBC was developing action plans for younger audiences, but cautioned that “what doesn’t work is a massive lurch to youth and trying very hard to be the coolest one on the block,” instead stressing the importance of authenticity and trusted presenters. The BBC also noted that while Radio 1 and educational services like Bitesize continued to attract young people, the BBC needed to focus on creating big hits and titles that appeal to this demographic, such as popular dramas, to sustain engagement.58 52 BBC Group Annual Report and Accounts 2024–25, p. 223 53 Q 66 54 Q 57; BBC Group Annual Report and Accounts 2024–25, p. 10 55 Q 57 56 Q 68 57 Qq 66, 69 58 Q 66 15
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.
Government Response
Acknowledged
HM Government
Acknowledged
5. PAC conclusion: The BBC’s mission to ‘serve all audiences’ is at risk as younger audiences choose other media providers, while the BBC’s digital-first strategy could risk alienating non digital audiences. 5. PAC recommendation: The BBC should set out clearly in its response to this report how it will ensure access and engagement with all audiences, including innovation in digital access. 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. 46 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.