The BBC is the last soldier still trying to fight a war that everyone else knows has already ended. After YouTube beat the BBC in Barb’s monthly audience figures for the first time, panicked ‘BBC insiders’ insist to the Times this morning that the broadcaster “continues to comfortably dominate” YouTube in more long-form content. Everything is fine, nothing to see here…
According to Barb, YouTube reached 51.9 million viewers in the UK last month, over a million more than the BBC on 50.8 million. That’s also far ahead of ITV. Even taking the BBC bigwigs’ preferred statistic points to an obvious trend: the broadcaster’s average 15-minute reach was 47 million in 2025 compared to 40.8 million for YouTube. That figure will only trend in one direction…
The BBC will stagger on with its unsustainable model for a while longer; under Labour there is next to zero chance of the licence fee being scrapped, even as millions refuse to pay it. But it is clearly an analogue product in a digital world…
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