Audience targets

Ensure universality and the delivery of value to audiences overall

The universality of the BBC

• 94% of UK adults 16+ use BBC TV/iPlayer, Radio or Online on average per month (Target 90%+, Source: Compass by Ipsos UK)
• 81% of UK adults 16+ use BBC TV/iPlayer, Radio or Online on average per week (Target 80%+, Source: Compass by Ipsos UK)

A valued habit with the BBC

• 61% of UK adults 16+ use the BBC for 5+ days on average per week (Target 60 to 65%, Source: Compass by Ipsos UK)
• 50% of UK adults 16+ use the BBC for 5+ hours on average per week (Target circa 50%, Source: Compass by Ipsos UK)
• 59% of UK adults 16+ use two or more BBC modes on average per week (Target circa 60%, Source: Compass by Ipsos UK) 

Maintain focus on key audience challenges

Young adults

The reach of the BBC

• 63% of UK 16-34s use BBC TV/iPlayer, Radio or Online on average per week (Target 60-70%, Source: Compass by Ipsos UK)

Personal relevance

• 6 out of 10 of UK 16-34s feel ‘the BBC is for me’ (mean score out of 10) (Target 6+ out of 10, Source: Fifty5Blue (formerly Kantar Media)

Under 16s

The reach of the BBC

• 69% of UK under 16s use BBC TV/iPlayer, Radio or Online on average per week (Target 65-70%, Source: Kids Cross-Media Insight by Ipsos UK)
• 50% - The reach of BBC Children’s/Education services% of UK under 16s who use BBC Children’s/Education services on average per week (Target circa 45-50%, Source: Kids Cross-Media Insight by Ipsos UK)

Prioritise online reach and engagement central to the BBC’s future universality

BBC Online overall

• 63% of UK adults who use BBC Online on average per week (Target 60-65%, Source: Compass by Ipsos UK)
• 24.1 million - Average weekly active accounts using BBC Online (Target 23.5-24m+, Source: Piano Analytics)

BBC iPlayer

• 15.4 million - Average weekly active accounts using BBC iPlayer Accounts overall (Target 15.0m+, Source: Piano Analytics)
• 4.1 million - Average weekly active accounts using BBC iPlayer Under 35 accounts (Target 4.0-4.5m, Source: Piano Analytics)
• 89 minutes - BBC iPlayer average weekly time spent per head per week (Target 80 mins+, Source: BARB As Viewed. All devices)

BBC Sounds

• 4.85 million - Average weekly active accounts using BBC Sounds Accounts overall (Target 4.8m+, Source: Piano Analytics)

BBC News

• 11.3 million - Average weekly active accounts using BBC News cross-product Accounts overall (Target 10.5m+, Source: Piano Analytics)