The BBC’s efforts to modernize its kids content strategy and embrace YouTube are helping improve the broadcaster’s reach with this audience, according to UK media watchdog Ofcom.

At a time when kids have so many places where they can go for content, the pubcaster is reaching them where they are, Ofcom says in its new Annual Report on the BBC 2024-2025. Released Friday, the report reveals that the BBC’s share of broadcaster viewing among four- to 15-year-olds was up from 34% in 2022 to 40% in 2024. And 27% of kids in this demo watched the Beeb’s on-demand programming weekly in 2024, up from 24% two years prior.

Ofcom bluntly laid out the challenge like this: In 2024, British kids were spending more time on YouTube, Netflix and Disney+ than they were with BBC services. The Beeb had to do more than just rely on its kids channels and iPlayer to reach them.

In 2024/2025, the BBC effectively moved beyond just putting short clips on YouTube and  embraced it as a “key platform” for original content, the report says. Ofcom notes the effectiveness of its revamped Newsround and Blue Peter segments. One more recent example, which Ofcom doesn’t highlight, is BBC’s big Bluey push that has seen Jasmine Dawson’s BBC Studios Digital Brand team commission seven new digital original series (pictured) to launch this year.

“This approach reflects a broader shift in strategy, with a dedicated team focused on understanding platform dynamics and audience behavior,” says Ofcom. “While the BBC continues to direct audiences to BBC iPlayer, it recognizes YouTube as a space for experimentation and innovation, helping to reach children across different demographics and viewing habits.”

Looking at all of the Beeb’s YouTube channels In 2024/2025, CBeebies content generated the most UK views, and the CBeebies channel had strong viewership year over year.

However, Ofcom notes that the broadcaster has been reducing the volume of children’s programming hours it greenlights as part of an overall reduction in its kids, arts, comedy, music, religion and specialist factual content spend.

At the same time, the BBC has been focusing on animation for the seven to 12 demo, and that’s driving double-digit percentage gains in iPlayer viewership. In 2024, this demo spent 34% more time viewing iPlayer content than the year before.