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Rigorous Fearless Independent

Despite numerous examples of critical acclaim for BBC Three programming over the last couple of years, the evidence suggests that its audience has collapsed since the closure of its linear TV channel in 2016.

Annual viewing minutes of BBC Three programming are down by more than 70% compared to its last year of linear TV broadcasting, and weekly reach amongst its target demographic of 16-34s has fallen by c. 70%—a loss far greater than those of other TV channels.

More difficult to assess are the effects of the shift in content strategy. Comedy programming, for example, proportionally shrank in terms of the total volume available while receiving a greater share of consumption, in direct contrast to factual content’s fate. 

Tom said “While it’s definitely true that the Sussexes need Netflix more than Netflix need the Sussexes, the value of the couple’s brand is hugely useful to a service that has to launch new shows to a global audience of anywhere between half a billion to a billion. It’s very expensive to launch to that size audience. If you have a globally recognised face, it’s a whole lot easier."

He added “The Sussexes are a brand connected to an even bigger brand. Just like buying the Derby winner the week before the race, Netflix can buy them some documentaries, have them sit around chatting on camera for an afternoon and make efficient use of their time.”

 

Over Q2, the value of online sales (excl. fuel) grew by 55%, whilst offline sales (excl. fuel) declined by 22%. Three months of lockdown has accelerated ecommerce by four years and households will spend more than ever before online, post-lockdown.

The rapid shift to ecommerce poses lofty challenges to UK retailers who have historically been timid in their approach to ecommerce. Integration between sales channels will become more important than ever before, but very few have managed to perfect this approach.

As more retail activity takes place online, ad products from the likes of Google, Amazon and Facebook stand to benefit greatly, pulling spend from other ad and marketing budgets that were aimed at driving in-store behaviours.