The BBC’s understanding of its audiences and users

Audience and user insight is critical to the BBC’s success, affecting decisions the Corporation takes about how to spend the majority of its £3.8 billion of licence fee income. Changes in audience behaviour and content consumption, including the growth of online media and the proliferation of platforms and devices, are making comprehensive audience analysis more challenging, while also providing opportunities for additional insights. Our report on the BBC’s understanding of its audiences and users will examine: the extent to which the Audiences strategy informs, and is aligned with, the BBC’s wider corporate aims; the extent to which the BBC is efficiently and effectively collecting sufficient audience data to respond to the changing operating context; and the use of audience measurement and insight to support decision-making throughout the BBC.

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