BBC Plots TikTok Revolution for Strictly Come Dancing Amid Ratings Slump
While speculation continues about who will replace Tess Daly and Claudia Winkleman as presenters on Strictly Come Dancing, a far more significant transformation is quietly taking shape behind the scenes. The BBC is actively considering a comprehensive TikTok overhaul in a bold attempt to reverse the show's declining viewership figures.
Learning from American Success
Insiders reveal that BBC executives are planning to take direct inspiration from the American adaptation, Dancing With The Stars, which has experienced remarkable ratings growth through its innovative TikTok integration. The US version, licensed from the original Strictly format, has seen viewing figures surge by an impressive 118 percent among audiences under 35, and 70 percent among those under 50, during the past year.
The strategy began with inviting prominent TikTok content creators to participate as contestants. Charli D'Amelio, who won the competition in 2022, was among the first wave of digital influencers to join the show. Last season, competitor and content creator Alix Earle generated an astonishing 30 million views on videos she captured during a Wicked-themed episode.
The Native Content Advantage
Beyond simply featuring TikTok personalities, the American show's success has been driven by creating 'native content' specifically designed for the platform. This includes producing short videos during the production process such as reaction clips, bloopers, and rehearsal snippets that are shared exclusively on TikTok.
Zai Bennett, the head of BBC Studios which produces Strictly Come Dancing in the UK, confirmed this week that the Dancing With The Stars team has been sharing their insights about TikTok's power with other territories where the Strictly format is produced. "There's some amazing stuff about casting and TikTok," Bennett stated. "It was really about making lots of native content."
Potential Presenter Changes and Celebrity Roster
When questioned about whether a TikTok star might eventually replace current presenters Tess Daly and Claudia Winkleman, Bennett declined to rule out the possibility. "That news will come out of the BBC," he said. "It's ultimately up to them."
More immediately, the BBC is likely to begin incorporating TikTok personalities into Strictly's celebrity lineup. The Dancing With The Stars phenomenon demonstrates how digital creators are fundamentally changing viewer engagement patterns. Audiences now frequently stream the show on mobile devices or laptops while simultaneously checking related clips and videos on their phones during watch parties.
This 'second screen' phenomenon has become central to modern viewing habits, with audiences actively using their phones while watching the main program on television. As a result, Dancing With The Stars has become the most watched unscripted reality show on American television, surpassing established programs like The Voice and Survivor.
Strictly's Current Position
By contrast, Strictly Come Dancing experienced a disappointing year in the ratings during 2025. The show averaged 7.3 million viewers per episode overall, placing it outside the top ten most-watched programs in the United Kingdom.
A BBC spokesperson responded to these figures by stating: "Strictly Come Dancing continues to be one of the biggest entertainment shows in the UK, with the latest series attracting more viewers via iPlayer than ever before. The show has embraced social and digital platforms for a long time, with Series 23 achieving a billion global video views across TikTok, YouTube, Instagram and Facebook."
The proposed TikTok strategy represents a significant shift in how the BBC approaches one of its flagship entertainment programs. As viewer habits continue to evolve toward digital and social platforms, the corporation appears determined to adapt its most beloved shows to maintain relevance with younger audiences while attempting to reverse declining traditional viewership numbers.
