BBC Studios Productions Chief Hopes to Recreate ‘Dancing With The Stars’ TikTok & YouTube Triumph Across Other Programs

The latest season of Dancing with the Stars captured a fresh, younger audience, largely fueled by engagement on TikTok and YouTube. Zai Bennett, head of BBC Studios Productions, is exploring how other programs can replicate this success.

We need to consider how we work with the creator economy, Bennett explained at Content London. How can our existing formats evolve?

Custom content designed specifically for TikTok and YouTube, combined with the inclusion of popular social media personalities, played a major role in drawing large audiences. The UK adaptation of the show, Strictly Come Dancing, recently concluded with record-breaking viewership, achieving the highest youth share since the finale of Friends two decades ago.

Our format is ideal for platforms like TikTok, said executive producer Conrad Green earlier this month. Bennett noted that while BBC Studios may lack some of the specialized skills for digital-first content, the organization operates 90 YouTube channels. Our traditional production teams cant simply switch to YouTube-style content, he added. But theres significant potential for experimentation.

Since taking the role over a year ago, Bennett has driven multiple structural initiatives. He announced a new factual entertainment development label led by UK producer Fernando de Jesus. Meanwhile, the indie production company Rebel Rebel has left to partner with Sony, rebranding as Rebel Minds Media.

Bennett emphasized his interest in investing in smaller independent studios, provided BBC Studios can take creative bets and achieve returns. He explained, We want a balance of risk and reward. Its not just about funding mid-tier dramas that offer minimal margins.

During the session, Bennett also mentioned that executives from CIISA, the UKs newly established anti-bullying organization for TV and film, visited several of BBC Studios sets, including the long-running childrens program Blue Peter. They expressed their support for our efforts, he said, one year after Strictly faced a misconduct scandal leading to the departure of two professional dancers. The industry expects us to set high standards and ensure a safe, positive environment for freelancers.

The BBC continues to fund CIISA, which is still in its early stages. Reports indicate that major players such as Channel 4, Disney, and Amazon have not yet contributed annual fees to support the organization.

Analysis: BBC Studios' Digital Strategy and Evolving Content Landscape

The success of the latest season of "Dancing with the Stars" on platforms like TikTok and YouTube signals a significant shift in how traditional television content can be adapted to attract younger, digital-native audiences. Zai Bennett, head of BBC Studios Productions, has acknowledged the need for BBC Studios to evolve its existing formats and incorporate the creator economy into its programming strategy. This shift reflects the growing influence of social media and online platforms on traditional broadcasting.

By integrating custom content specifically designed for platforms like TikTok and YouTube, BBC Studios has not only reached younger viewers but also leveraged the power of social media personalities to amplify its programming. This approach has helped the UK version of "Strictly Come Dancing" achieve record-breaking viewership, notably the highest youth share since the finale of "Friends." As Bennett noted, the traditional production model must adapt to meet the demands of a digital-first audience, though BBC Studios acknowledges its current gap in specialized digital skills.

Looking ahead, Bennett is focusing on building a more flexible production ecosystem. The company's operations span 90 YouTube channels, but transitioning from traditional content creation to digital-first formats remains a challenge. The potential for experimentation is significant, as Bennett has demonstrated through the creation of a new factual entertainment label and efforts to invest in smaller independent studios. This marks a critical moment in BBC Studios' strategy to balance risk and reward, especially in a media landscape that increasingly demands innovation.

Additionally, the company’s commitment to ensuring a safe and supportive working environment is commendable. Bennett highlighted the importance of maintaining high standards, particularly in the wake of the misconduct scandal surrounding "Strictly Come Dancing" last year. The continued funding of CIISA, the UK’s anti-bullying organization, further underscores BBC Studios' dedication to addressing industry challenges and improving conditions for its freelancers and crew members.

In conclusion, BBC Studios is at a crossroads. The company faces the challenge of balancing its legacy as a traditional broadcaster with the emerging needs of a digital-first content world. The investments in independent studios and the push toward digital experimentation signal a future where BBC Studios could redefine its role in the evolving media ecosystem.

Sources:

• BBC Studios Productions Boss Aiming To Replicate ‘Dancing With The Stars’ TikTok & YouTube Success On Other Shows