Engaging young audience: a test for today's communicators

In the ever-evolving landscape of the creative industries, the 2025 Spending Review has sparked significant discussions. This review, with its implications for the creative sectors, is set to reshape the industry in ways that we are only beginning to understand.

One of the key areas of focus is the potential allocation of public funding to private companies for content catering to underserved audiences. This proposition, as outlined in the RISJ report, could pave the way for a more diverse and inclusive creative economy.

The challenges facing Public Service Broadcasting (PSB)’s news provision, as highlighted by the RISJ, are bigger than commonly acknowledged. The audience for news via PSB is predominantly older, educated, and politically diverse, while the younger generation is increasingly turning towards subscription on-demand services. This shift, driven by technology and fashion, presents a significant challenge in building loyalty to PSB among the younger audience.

Professor Dave O'Brien, a Professor of Cultural and Creative Industries at the University of Manchester, is among those engaging in these conversations. He is joined by Dr Josh Siepel, who is discussing the co-location of the Creative Industries with other industrial strategy priority sectors.

The conversation within the Global Creative Economy Council (GCEC), now chaired by Marta Foresti, is aimed at unsettling and reordering the creative economy. The focus is on a "horizontal voice" as opposed to a vertical top-down relationship with younger and more diverse audiences.

Meanwhile, Professor Nick Wilson is discussing the Equity Gap in Britain's Creative Industries, while the Creative Industries Sector Plan has made key sector-wide announcements.

The author of this article, Richard Sambrook, Professor of Journalism at Cardiff University, points out that journalism occupations are included on the DCMS's list of Creative Occupations. He also suggests that the creative industries could play a crucial role in driving environmental sustainability, requiring greater stability in funding resources and freedom to innovate, without impeding competition.

The struggles of the BBC and Channel 4 to attract and retain young audiences for news and current affairs for at least twenty years are well-documented. The RISJ in 2019 suggested focusing on mobile-first content, using video and social media platforms, and creating personalized, interactive experiences to better engage younger audiences.

However, there is a risk of "dumbing down" or becoming irrelevant to a generation that consumes media differently. Public broadcasters must navigate this delicate balance, ensuring they remain relevant while maintaining their educational and informative value.

The move of Newsround, for school-age children, from BBC 1 to a digital channel saw a steep drop in viewing, underscoring the importance of understanding the value proposition for a generation that sees the world differently. Building loyalty to PSB among a younger audience is an urgent task, one that requires a deep understanding of the needs and preferences of this demographic.

The current discussion is not just about survival, but about thriving in a digital age. It's about ensuring that the creative industries continue to provide the rich, diverse, and high-quality content that we have come to expect, while adapting to the changing needs and preferences of the audience. It's about ensuring that the creative industries remain a vibrant and vital part of our cultural landscape for years to come.