Despite navigating numerous public relations crises, Strictly Come Dancing has consistently remained a ratings winner for the BBC. However, with viewing figures now on a slow but steady decline and its two main presenters set to depart, the beloved dance competition is in urgent need of a significant overhaul to maintain its prime-time position.
The Case for Change
Strictly Come Dancing has been a weekend television staple for over two decades, celebrated for its uplifting and joyous format. This endurance is remarkable, given the series has been rocked by various scandals, including allegations of unfaithful contestants and more serious misconduct claims against professional dancers Giovanni Pernice and Graziano Di Prima. Both men have denied all allegations.
The show's resilience is now being tested by a gradual year-on-year drop in audience numbers. This trend is harder to dismiss as simply part of the wider decline in terrestrial television, especially when over 12 million viewers recently tuned in to watch the finale of the BBC's Celebrity Traitors, which has now overtaken Strictly as the corporation's biggest show. The impending departure of iconic hosts Tess Daly and Claudia Winkleman after the current series only amplifies the need for a refresh.
Current Strategies and New Horizons
The programme's producers are already implementing changes, particularly in a bid to capture younger demographics. The casting of social media personalities is not new—it began with Joe Sugg in 2018—but this year marked a milestone with the inclusion of its first TikTok star, George Clarke. This move has proven successful, driving millions of views to the show's official TikTok page, where George features prominently in some of the most-watched clips.
Furthermore, the show is experimenting with special collaborations. This weekend will see a first-of-its-kind partnership with dance troupe Diversity, followed by a Blackpool week spectacle that brings back four iconic alumni: Ashley Roberts, Danny Mac, Jay McGuiness, and Layton Williams.
Learning from the American Cousin
To secure its future, Strictly could look to its American counterpart, Dancing with the Stars, for inspiration. Now in its 20th year on ABC, the US show is posting its best ratings since 2020, with a notable surge in viewership among Gen Z.
Its recipe for success includes a strategically curated cast mix of reality TV stars, nostalgic actors, and online personalities. Crucially, the American version employs weekly themed nights—such as TikTok Night, Dedication Night, and a 20th Birthday Party—which often integrate former contestants. Combined with a cast that actively and enthusiastically engages with TikTok, creating daily content, this approach has proven highly effective at attracting a younger audience.
There is a clear lesson here for Strictly's bosses. This modernising strategy could also inform the critical decision of who will replace Tess and Claudia. While safe bets like Zoe Ball or Jenette Manrara exist, appointing a co-host with a strong social media presence, such as George Clarke, could be a wiser long-term investment to bridge the generational gap and inject new energy into the show.
