BBC iPlayer, the BBC‘s streaming service, has demonstrated outstanding growth during 2024, establishing itself as the fastest growing VOD platform in the UK. This success has been driven by its distinctive British content offering and its ability to connect with audiences through authentic and diverse storytelling. Over the year, BBC iPlayer has outperformed all of its competitors in terms of audience growth, with a 20% increase, double that of Netflix and triple that of ITVX.
Summer 2024 saw a record 10% increase compared to the same period last year, racking up more than 350 million content requests. These numbers are underpinned by unmissable programming ranging from major live events, such as Glastonbury and the European Championship, to flagship series such as The Traitors, Doctor Who, The Apprentice, and popular reality shows such as Race Across the World.
The BBC‘s commitment to the British creative industry is key to this success, having invested £1 billion in original content over 2023 and commissioning more than 4,000 hours of new productions. ‘Our digital transformation strategy is delivering results. BBC iPlayer has had another record year and its incredible growth story is a clear sign that we are offering audiences uniquely British content that they really value’ commented Charlotte Moore, director of content at the BBC, in an interview.
Kerensa Samanidis, general manager of BBC iPlayer, gave a detailed insight into the platform’s future and strategy during her participation at the “OTT Question Time Live 2024” event in London. In his speech, Samanidis underlined the importance of the 2020 agreement between the BBC and Pact, which gave iPlayer a 12-month exclusivity on its content. This change transformed the service from a simple catch-up to a destination platform, a repositioning that has been key to its success.
‘BBC iPlayer was seen as a catch-up service. It’s really important that we position ourselves as a destination’ explained Samanidis. This new position has enabled the platform to attract a wider audience, especially with series such as The Traitors, which Samanidis said captured more than 60% of its audience through iPlayer. He also highlighted the importance of the British series acquired by the network, such as Gossip Girl and Pretty Little Liars, which have helped attract young audiences.
A key part of iPlayer‘s growth strategy has been its integration and visibility on smart TV platforms. ‘Being visible on all the different platforms where people interact with iPlayer is crucial’ said Samanidis. In this regard, the UK government’s new Media Bill will ensure that public streaming services, such as BBC iPlayer, are more discoverable on smart TVs and other devices.
Samanidis concluded by stressing that the combination of a diverse content offering and a robust distribution strategy are the key elements that have kept BBC iPlayer a relevant and growing service within an increasingly competitive broadcast market.
The growth of BBC iPlayer not only represents a success for the BBC, but also highlights the power of British content in the global marketplace. As global platforms compete fiercely to attract audiences, BBC iPlayer has demonstrated that local content can make a significant impact, offering an experience that other international streaming services cannot match. The platform continues to be a beacon for the UK creative industry, driving investment in local talent and production, and ensuring that British stories remain relevant both nationally and internationally.
