The BBC told us that it operated in an environment of “phenomenal competition” from global streaming platforms and social media, which had transformed audience behaviour.55 The BBC noted that younger audiences were increasingly fragmented in their media habits, with almost infinite choice, making it harder for the BBC to sustain engagement.56 It said that to stay relevant and ensure BBC content was surfaced and trusted by younger viewers, it had built the biggest news service on Instagram, was present on TikTok, and collaborated closely with YouTube.57 It also emphasised that the BBC was developing action plans for younger audiences, but cautioned that “what doesn’t work is a massive lurch to youth and trying very hard to be the coolest one on the block,” instead stressing the importance of authenticity and trusted presenters. The BBC also noted that while Radio 1 and educational services like Bitesize continued to attract young people, the BBC needed to focus on creating big hits and titles that appeal to this demographic, such as popular dramas, to sustain engagement.58 52 BBC Group Annual Report and Accounts 2024–25, p. 223 53 Q 66 54 Q 57; BBC Group Annual Report and Accounts 2024–25, p. 10 55 Q 57 56 Q 68 57 Qq 66, 69 58 Q 66 15