Over the past nine years, the BBC has signalled that it sees offering a more personalised experience as important to its future plans and key to this is sign-in, whereby users register for and use a BBC account to access digital services. In September 2021, it produced a sign-in strategy, with a target for 72% of digital product views to come from signed-in users by 2023. It also has an overall goal of having 20.2 million weekly average signed-in users by 2022, growing to 23.5 million users by 2023. BBC Online’s signed-in accounts increased from 14.6 million on average per week in 2019–20 to 18.1 million in 2021–22. This continued to grow and reached 19.6 million signed-in accounts in June 2022.43