Monday, 18 September 2017

BBC Three's audience share more than doubled after going online-only

"Damian Kavanagh, Controller, BBC Three, has declared that the service’s move to online from a linear channel has been a success, noting that BBC Three has more than doubled its total brand reach and seen phenomenal growth on social platforms, producing original content with true public purpose.
Speaking at a meeting of the Broadcasting Press Guild in London, Kavanagh noted that when the service moved online in February 2016, he said the transition would be a marathon not a sprint as the broadcaster learnt and adapted its behaviour to ensure it reached young audiences wherever they are.
“The growth has been amazing,” he said, paying tribute to what the BBC Three team and all the creative talent who work with it had achieved. “We’ve won over critics and audiences alike; winning numerous awards along the way including the prestigious RTS channel of the year award 2017.  And we have done what we promised – we have backed the very best emerging talent in the UK, creating some household names along the way,” he noted.
According to Kavanagh, BBC Three’s audience share has increased from 3.2 per cent to 8.2 per cent, admitting that a target of 10 per cent was set for some four years down the line. “We’re well on the way to achieving that,” he noted.
He admitted that in the multi-channel, OTT era, there was a challenge for the service to make its content and brand known to its target 18-34 demographic. “I’ve got to yell: ‘Watch me!’,” he remarked. “But I’m not going to go for clickbait [programme] titles.”"
Note - I'd love to see a breakdown of some other measures like total reach, time spent etc.

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