The BBC's iconic football show, Match of the Day, lost 10% of its audience following major changes, yet BBC executives celebrate its overall success due to increased digital viewership.
Match of the Day, the BBC's longstanding football highlights show that has been around since 1964, has recently experienced a 10% decrease in its traditional audience. Despite this decline, BBC director of sport Alex Kay-Jelski has touted the program's performance as a 'fantastic success' due to the rise in digital viewership through platforms like iPlayer. The revamped format, which eliminated the long-time host Gary Lineker and introduced new presenters such as Gabby Logan and Kelly Cates, aims to attract a broader audience amidst the changing landscape of sports consumption.
The latest audience figures reveal a decline of 770,000 from the average viewership for the previous season, bringing the total to 6.88 million viewers for the weekend programs. However, the BBC has reported a 21% increase in digital views, highlighting a significant shift towards online consumption of sports highlights. The changes to the presentation and the introduction of digital platforms appear to be part of a strategy to meet contemporary viewing habits and engage with younger audiences who prefer streaming over traditional broadcast.
In light of these shifts, the benefits of the digital strategy seem to outweigh the losses in live viewership. By adapting to new technologies and viewing preferences, the BBC may be positioning Match of the Day for long-term growth and relevance in a competitive sports broadcasting landscape. This balancing act between traditional formats and new digital avenues presents both challenges and opportunities for the future of broadcasting programs like Match of the Day.
