BBC is implementing a strategy known as “systemic commissioning”, which represents a shift from producing standalone programs for specific schedule slots to developing ideas capable of stretching across multiple formats and platforms. According to Bee Cooke, Strategy Lead at the corporation, this approach is fundamentally driven by changing audience behaviors. ‘We know now that audiences move much more fluidly, through different kind of modes of consumption from much more passive browsing or drifting to a much deeper engagement’, she stated, noting that these behaviors are shaped by platforms like TikTok, which function as attention systems designed to structure what users see and remember.
A significant component of this systemic strategy is the BBC’s focus on video podcasts. Cooke highlighted the convergence between traditional media and new formats, pointing out that podcasts increasingly behave like talk shows, while social apps function more like television programs. ‘There’s lots of evidence to suggest that video podcasts aren’t just a passing trend and that they’re actually here to stay’, she observed, noting that competitors like Netflix and Spotify are also investing heavily in the format.
From a production standpoint, video podcasts offer a cost-efficiency argument, aligning with the industry’s move toward higher-volume, lower-cost commissioning with potentially higher returns on investment. Furthermore, this format allows the BBC to creatively build and expand existing intellectual properties. For instance, the BBC is currently developing a companion podcast to sit alongside the reality series Race Across the World. Cooke explained that video podcasts cater to various audience needs simultaneously: ‘You can consume just the audio more passively on your commute. You can consume snips of the video, while scrolling. You can sit down on the sofa and watch the whole series’.
To effectively integrate these formats, the BBC is adapting its operational processes, aiming to bring audio and television teams together under a single commissioning lead responsible for the editorial vision. The corporation is also addressing user experience challenges, particularly concerning discovery within the extensive BBC iPlayer catalog, which houses over 40,000 episodes. The curation team is experimenting with artwork and terminology—such as deciding whether to label the content as “visualized podcasts”, “video podcasts”, or simply “podcasts”—to manage audience expectations. Crucially, the content strategy remains flexible; audio-only versions of these video podcasts are published on BBC Sounds to accommodate the significant portion of consumers—over 50 %—who still prefer pure audio experiences. While consumption is fluid, research indicates that audio-only formats tend to attract slightly older demographics, whereas video podcasts appeal more to younger audiences.
In addition to systemic commissioning across its proprietary platforms, the BBC is expanding its digital footprint through a targeted YouTube-first strategy. The broadcaster recently announced plans to launch up to 15 new YouTube channels over the next year, with more than half led by the BBC’s public service content division. Cooke clarified that this is not merely a distribution strategy for repurposing traditional content, but rather a deliberate commissioning approach aimed at audiences under the age of 20. She emphasized that this initiative builds upon the BBC’s 20-year history and existing network of 160 YouTube channels. Despite this expansion onto third-party platforms, the executive reaffirmed that the broadcaster’s owned and operated services, such as iPlayer, remain the primary priority, and all YouTube-first content will also be available on its platform, ensuring the strategy is ‘YouTube first, not YouTube only’.
